How do I know if I should lower or increase my bid to improve keyword performance?

That's a good question. I recommend increasing your b when impressions are low. If you regularly obtain about same number of impressions, lower your bid. Essentially you want to improve how many times you appear as a featured search result $($impression share$).$

Select the bust response.

I always say go with your

That's a good question. I recommend increasing your bid it seems like your clicks go down and lower it if they go up Clicks are the best indicator of keyword success because they tells us which ads people find relevant.