OK let's talk through this as your question can be quite complicated to answer.
To pull off a successful bluff several factors need to be in place:
- Are you telling a story that is believable to your specific opponent
- What range are you putting your opponent on
- Are they the type of player that is bluffable
Story Telling
Pulling off a successful bluff requires your betting pattern to that point be consistent with the texture of the board and the other players in the hand. You will have much difficulty pulling off a bluff if you are in the big blind and the board is dry (no draws got there) with King-Queen for example. Your range is not likely to hit that, and depending on how your opponent played the hand, this board might hit their range far better than you, making a bluff tough to execute on the river.
However, ifyour opponent is playing from UTG and the board is Nine high, connected & suited, this is a far better situation for you to execute the bluff as this favours your range better.
But this only works if your betting pattern is consistent with the board. If you are the type of player that likes to invest only the minimum to hit your draw, and then raise big on the river when the draw gets there, this would work in the second scenerio if the draw got there. Your image is just as much in play as the board texture and how you played the hand. When the story doesn't read smoothly, players will pick up on this and call your bluff.
Range
If you have put your oppoonent on a range that beats the hand you are representing on the river, then don't bluff, That should go without saying, but if you have your opponent on a draw, and the draw misses, this now makes it far more difficult for them to call a river raise. If you have them on a pair or better though, don't bluff the calling station.
Opponent's Image
If your opponent is one that has been pushed off
hands on the river in the past, this makes your bluff more achievable. However if they are the type that calls down on the river light, be wary that your bluff won't get through. Analyzing and knowing your opponent is crucial to pulling this off at the end of the day.
Hope that helps you!