In soil, a schedule of plain water/plain water/feed/plain water/plain water/feed is best, so that your plant is being fed every 10-12 days.
Half strength is about right, especially with autos.
And yeah, watering to run off is real important when growing in soil, as Roberts said, it stops the nutrient salts from building up to toxic levels and burning your plants, as what is occurring here.
Cheers, Organoman.