Searchers may have noticed in the past that the “blue box” advertisers shown via Google AdWords stayed the same on pages 1, 2, 3, etc. of search results. For example, if company www.xyz.com was listed as the top advertiser on the first page, you’d see them again on the top of the second page too. Google, in sticking with their theme of making search about what’s best for the user, is now rotating other advertisers into those top spots, mixing things up for searchers and giving the other advertisers a little more opportunity.