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To answer your first question, one thing you have to think about is the entire range that you're betting or raising with in the given situation and how the change in bet size will affect your total EV.
On the subject of choosing between multiple bet sizes for bluffs, your bet size will typically change how much the opponent folds. That's a whole subject to itself, but the basic thing to know is that there are elastic and inelastic folding ranges. An elastic folding range will change a lot based on changing your bet size, and an inelastic folding range will not change much based on your bet size. Against an elastic folding range, you can try to figure out the bet size that gives your bluff the highest EV based on the corresponding folding frequency you get. Against an inelastic folding range, you should generally bet the lowest you can get away with in terms of maximizing the profitability of the bluff. I hope that gives you some ideas to think about on your own while answering your question the best I can without writing a novella on the subject.
And it basically works out kind of the same. Like if the guy raises to 3x from the button and the SB folds, then we 3-bet in the BB to a total of 11x (including our blind), then we're betting 10bb and the pot after we put in our 3-bet is 14.5bb, so we do 10/14.5 = 69 percent, which is how often he has to fold for our bluff to be profitable in a vacuum without taking post-flop play into consideration.
On this last point, go read the second part of the NLHE Foundations Series since it covers the bluffing situation and figuring out how often the guy has to fold, etc., in a lot of depth.
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