Help with Ignite & Heal top lane

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I don't understand how to properly use Ignite & Heal at top lane as a champ such as Riven. Using Ignite itself isn't the problem I have, but I just don't know when I should use Heal, because the enemy would use his own Ignite to negate my Heal when I'm under threat. I would ideally use Heal before the enemy comes at me to Ignite and combo me down, but I just don't know when. Isn't the whole point of Heal to bait the enemy into engaging? Should I be using it when I'm above even 50% hp? Help please!