Throwing money after a bluff when should I stop or keep going?
 

Villain is 28.6/4.8/0.67 over 21 hands but already up and down a lot, seems fairly loose. I figure I can represent AK at this flop, but he called. Should I have stuck with the bluff, should I have not made it in the first place. Let me have it...

Paradise Poker No-Limit Hold'em, $0.50 BB (10 handed) converter

UTG ($44.50)
UTG+1 ($55.25)
UTG+2 ($21.50)
MP1 ($24.25)
MP2 ($51.00)
MP3 ($48.50)
CO ($81.50)
Button ($31.25)
Hero ($44.00)
BB ($30.75)

Preflop: Hero is SB with A[img]/images/graemlins/heart.gif[/img], J[img]/images/graemlins/spade.gif[/img]. Hero posts a blind of $0.25.
<font color="#666666">3 folds</font>, MP1 calls $0.50, MP2 calls $0.50, <font color="#666666">1 fold</font>, CO calls $0.50, Button calls $0.50, <font color="#CC3333">Hero (poster) raises to $3.5</font>, <font color="#666666">1 fold</font>, MP1 calls $3, MP2 folds, CO calls $3, Button folds.

Flop: ($12) 2[img]/images/graemlins/diamond.gif[/img], K[img]/images/graemlins/spade.gif[/img], 7[img]/images/graemlins/diamond.gif[/img] <font color="#0000FF">(3 players)</font>
<font color="#CC3333">Hero bets $10</font>, MP1 calls $10, CO folds.

Turn: ($32) 5[img]/images/graemlins/heart.gif[/img] <font color="#0000FF">(2 players)</font>
Hero checks, MP1 checks.

River: ($32) 9[img]/images/graemlins/spade.gif[/img] <font color="#0000FF">(2 players)</font>
Hero checks, <font color="#CC3333">MP1 bets $10.75</font>, Hero folds.

Final Pot: $42.75

Re: Throwing money after a bluff when should I stop or keep going?
 

If he's drawing to a flush, he isn't folding to a smaller than pot sized bet, and you really don't want to make one of those and get called on a later street. After he checks behind on the turn, I'd make a blocking bet on the river. If he's drawing and missed, it'll take a lot more sack on his part to raise your bet, more likely he'll just fold. If you're beat, he'll call or raise. If you check the river, though, you're saying that you want no part in a showdown, and he can make a small bet like this with anything and chase you off.

Side note, I wouldn't raise AJo out of the blinds here, no matter how many limpers there are. You undoubtedly will get called, and playing AJo OOP postflop in a big pot suuuuucks, especially on flops like this.

Re: Throwing money after a bluff when should I stop or keep going?
 

flop is standard, but,

Side note, I wouldn't raise AJo out of the blinds here, no matter how many limpers there are. You undoubtedly will get called, and playing AJo OOP postflop in a big pot suuuuucks, especially on flops like this.

Re: Throwing money after a bluff when should I stop or keep going?
 

Complete SB preflop, c/f flop.

Save your bluffing opportunities for when you have position. You're turning AJ here into 72.

What hand would a river bet by you represent?

I don't think he's drawing. If he is, you're ahead. Maybe make a small river bet to keep him from bluffing in case he is.