Yesterday I lost three times this way with only minor variaton in cards:

(.25/.5$ NL 10 players)
I hold (10 9s) and call BB from late position
flop (9 9 5)
I bet 5$ - only one caller
turn (J) - no flush draw
I bet 10$ - still get called
river (2)
I bet 12$ and he calls and is all in
He shows (K 9) and wins on better kicker

Should I not bet this kind of hand? Should I fold to a caller?
Damn frustrating!