Depending on the conditions(amount of line out,plug,roughness of water)but I'll usually stop it,and let the fish come back for another shot at it.Twitch it a little like a stunned baitfish.
i think you should always vary your retreives while fishing. in the bump, nudge, or miss sceniario i like to stop for a sec, wiggle then speed up and then slow then hit. always vary retreive speeds and actions.