Which is the most appropriate action to take when a keyword is below the “first page bid estimate” listed in the Status column of the Keywords tab?

Which is the most appropriate action to take when a keyword is below the “first page bid estimate” listed in the Status column of the Keywords tab? 

A) Consider increasing the bid or editing the keyword to improve Quality Score 
B) Delete the keyword from all instances in the account
C) Change the match-type to the keyword to Exact
D) Always increase the keyword bid to the “first page bid estimate”