I stumbled upon this site that is pretty interesting. It shows some detail that I was looking for on how sites market keywords and some possible spending trends. It is somewhat accurate. I was able to benchmark the site against a few of the clients that I have done work with.
I put a link to look at my blog. You will notice that I don't pay for any keywords for this blog (ha ha), that is because I don't make money off this blog. But it does a good job of showing some competitors, though I would laugh that none of the referenced sites I could do any kind of competition with. But for a public facing site or an ecommerce site this is a pretty valuable tool.