I found an interesting article claiming that Google is testing a new function that moves sponsored results from the top to the side panel if a user does not usually click on the results. There's a controversy whether Google's new function actually helps advertisers and users by changing sponsored results around for users to obtain results that they might click on (thus generating more clicks for advertisers). Note that the results can be changed back to their original positions by clearing your computer's cookies.
I can see how moving sponsored results to common searches around will make users click on them more than when they keep getting the same top sponsored results which they seemingly do not find interesting or relevant.
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