a good guide for increases in distance or time is 10% every 2-3 weeks. More than that can lead to injury, I'm told.
As for the heart rate monitor, it gives you an idea of if you're pushing yourself too hard. Ideally you should exercise at 60-75% of your maximum heart rate. Your maximum heart rate is roughly found by subtracting your age from 220. For example, if you are 25, 220-25=195 beats per minute max, so you want to exercise at between 120-150 beats per minute, however you can go up to 85%, but you don't want to go much over that for an extended period of time.
I've only been running for a few months myself, but my SO and I signed up for a running clinic at the Running Room in our city and they are very helpful in giving all sorts of info, also very helpful in the shoe department. I would recommend checking something like that our if you're really wanting to run and not overdo it.
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