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You should usually restrict your early-round bluffs to semi-bluffs, there is still nothing to prevent you from trying a pure bluff if you feel there’s a good chance of getting away with it. If you think your chances of getting away with it are greater than the pot odds you are getting, then you should go ahead and try it.
When you are sitting there knowing you have the worst hand, knowing you cannot win by checking, knowing you cannot win by calling your opponent’s bet, the only question is whether or not to try to bluff. You should not if you think the chances your opponent will call are too great in relation to the pot odds you are getting.
You should if you think your opponent will fold often enough for a bluff to show a profit. If there is $100 in the pot, you should make a $20 bluff if you think your opponent will fold more than once in six times. If there is $60 in the pot, you must assume your opponent will fold more than once in four times before you try to bluff. If there is $ 140 in the pot, your opponent needs to fold more than once in eight times.