I've started playing a strategy of defending my Big Blind with a reasonably tight range (15% approx). This strategy targets excessive c-cbets by check-raising the flop with a balanced range (value, strong+weak draws, some air) and then barreling turns which increase my equity or where I can rep something. I lead any turn with value hands, draws, good bluff cards, etc. However, when my opponent calls flop and turn, I find it hard to play the river when I don't hit. I often have flush draws or straight draws which miss on the river. I don't know when to give up and when to fire again. I'm trying to construct a balanced way to play rivers on which I don't have a made hand. Sorry if these are general questions but...
Is there an optimal bluffing %?
What kind of river cards are good bluffing cards?
What factors should I be considering?