I like to bet my OESD and FD at about 1/2 pot. Sometimes you win the pot right there, and other times you build the pot up for when you do hit. I find a lot of check behinds on the turn this way, giving me a free look at the river. In addition, if you bet the turn (even if a blank), sometimes that causes the ones who called the flop bet to fold on the turn.

Of course, a thinking player will hammer my turn check, but there's not a lot of those at $10 and $25....