You can re-bid, adding a zone and remaining at the same star level, without raising your bid price. If you are adding a zone with at least the star level of your previous bid, depending on the going rates for the newly added star level and zone, you might want to lower your bid price.

A free re-bid is where you do not change the star level, and you add a zone that does not offer a star level as high as your previous bid. PL will not require you to increase your bid, but since your previous bid was rejected and you are in effect, bidding on the same star level and zone, obviously you will need to increase your bid to gain acceptance.

Never raise your bid by $17 in response to a counter-offer, start a new bid in that zone and star level and go up by $3, although as a poster noted $1 has been known to work.