I don't like pre, if you are going to 3b-bluff him pick Kx or Ax hands (top of your folding range) or SC's.

Would maybe cbet the flop a tad more, like $0.60
Would definitely bet more on the turn for better fold equity (that's if we have fold equity at all against this villain and if we don't we shouldn't be at this point).
River it's a bit difficult to bet less, like 1/2 pot because that would leave a silly-small amount behind. However if he is aggro-tard, I wouldn't hate a check or a tiny bet to induce.