7$ A8

Good question. Once he calls flops, I will exclude a big portion of his bluffs. So at first sight, I think shipping is best. Sometimes he will c/b Qx on the riv just because there is nothing worse to call him. If you shove however(which u should've done if you bet), he calls with it. Other non-bluff hands such as KJ, Kx will also not bet river, but call(sometimes) on a shove. So basically, it's the FDs, J9 type of hands that might bluff.

Without a good read of his ranges(say if he plays draws aggressively, I will exclude them on the flop), so we are left with Kx, KJ, Qx, so betting is best. Just an example. But without these reads, I go for a bet on the river. All in.