I am not a huge fan of this programme- I don't think that beginners need to rotate their max effort exercises. But yes, you would increase at least the max effort exercises every time. A rule of thumb is to add 10lbs a time to squat and DL, reduce to 5lbs a time when it gets hard, and add 5lbs a time to bench and overhead, reduce to 2lbs a time when it gets hard. Some people will go lower- start adding 2lbs a time to squat and DL, other people will say that that level of increase is too slow, and if that is the level you are at you should move on to an intermediate programme.
I would seriously recommend to you what I recommended to the other guy: when you haven't lifted heavy and progressive, you have incredible potential to get stronger. In just 2-3 months you could put 200lbs on your DL, 150lbs on your squat and maybe 75-100lbs on your bench (depending on your starting bodyweight and how much you eat while you are doing the programme). The key is to use a programme which was specifically designed to elicit these gains- these are the programmes which focus on the core exercises, in moderate volume and in the 5 rep range, with progressive loading: basically Starting Strength, Stronglifts 5x5 and the Bill Starr Beginners Programme (the Eclypse Gym one). A lot of people are put off these because it looks like not enough exercises and the volume/reps seem low- but they really do elicit these remarkable gains. So what I would say is pick one of these programmes that gets these awesome gains. Get your technique for bench, overhead, DL, press, row and maybe power clean down- in a way that is only possible if you live and breathe those exercises for or 2-3 months- because those will be or should be a massive part of your training for the rest of your life, and you have to do them properly or not at all. Then move on to another programme that has a hypertrophy component- 5/3/1, Juggernaut and Madcow all have hypertrophy work. But get that base of strength first, because hypertrophy without strength sucks balls. And it's only a few moths out of your life.
I, like many people, would recommend Starting Strength, either original or Practical Programming version. There's loads of resources for it online, great book, good video, and loads of people here have done it can help. I know we wall flamed the shit out of you, but I can pretty much guarantee that if you start one of these programmes and put in the effort to do it properly, everyone will support you 100%.
