Continuation Bet: when to and when not to fire the second shot?

[Steve Chase]

I am a TAG. From time to time I do continuation Bets.
One thing I am not certain is: when to and when not to fire the second shot.
Anyone wants to share your rules for firing second shot?

Thanks

[BruceInCA]

Most of the time, my second shots (where I missed the flop, and missed the turn) don't work at all. It's gotten to the point where I'm mostly removing it from my list of moves to consider. Maybe if the board texture and opponent were perfect.

[guaranteedBluff]

I have had different encounters...

I would say that there are many calling stations that will call with nearly anything on the flop. I'd say that I fire a second bullet about 1/3 of the time, and on these tries, it is at least 66% effective.

If you fold every time, then this is how the hand will almost always go, regardless of the opponent's holding:

pf: you raise, he calls
flop: you bet, he calls
turn: you check, he says, "ah-ha, you have nothing" and bets, or, he has something and bets, you fold.

I think it is absolutely necessary to sometimes fire another bullet because otherwise this will invariably occur.