At least try to pick bluff spots where you have a little bit of equity. You keep shoveling money in that pot without any outs (OK count maybe 2-3 effective outs for the cases where a T or A is going to be good).
Then if you think he is 3b bluffing pre, there is a good chance that your hand is best OTF. What better hands do you think he will fold to a 1/2 pot bet?