Technology improves the productive capacity of the the resources.upgradation of technology implies that there would be better utilisation of the given resources because of the increase in productive capacity of the same which in turn lead to rightward shift in PPC

Why does a change in technology shift PPC to the right?
To understand why a change in technology shifts PPC to the right, let's break down the key factors contributing to this shift:

1. Increased Demand:
With advancements in technology, consumer behavior and preferences evolve. This leads to an increase in demand for more efficient and effective advertising strategies. As a result, businesses need to adapt to these changes by investing more in their PPC campaigns to stay competitive in the market.

2. Rising Competition:
As technology continues to advance, more businesses are entering the digital advertising space, increasing competition for ad placement. This heightened competition drives up the cost of PPC advertising, pushing the bid prices higher and shifting the PPC curve to the right.

3. Enhanced Targeting Options:
New technologies provide advertisers with more sophisticated targeting options, such as AI-powered audience segmentation and personalized ad delivery. To take advantage of these capabilities and reach their target audience more effectively, businesses need to allocate more resources to their PPC campaigns, leading to a rightward shift in the PPC curve.

4. Improved Ad Formats:
Technological advancements also bring about new ad formats and placements, such as video ads, interactive ads, and native advertising. These innovative formats often require higher investment but can yield better results in terms of engagement and conversion rates. Adapting to these new formats necessitates an increase in PPC spending, causing the PPC curve to shift to the right.
In conclusion, a change in technology shifts PPC to the right due to increased demand, rising competition, enhanced targeting options, and improved ad formats. Businesses must continually adapt to these technological changes to maintain a competitive edge in the digital advertising landscape.