Bet 1/3 the pot to extract value from a desperate AK or AQ. Fold to any raise. Bluffing
him off a higher pair is pretty much not going to happen unless you overbet representing 88, 66, or 4 of a kind. I still think that play would be a mistake since people have a hard time folding premium hands especially when they are a fullhouse. They could mistake that as a value bet with a lower full and use that as a rationalization to call.
If you bet 1/3 the pot on the river and he raises, fold and make a note of it. You may be able to make a play like this in the future with a value hand and induce raises.
Bet anymore and you'll most likely fold out those hands you beat which is not what you want.