It depends what you're targetting...
Keep the tip of the rod low...
Shad - steady retrieve keeping the lure just below the surface....
Kingfish - fast, skimming across the surface
Garrick - The correct retrieve to use when targeting garrick is a bit slower than one would fish for kingfish. The lure should tumble and splash, but must never jump right out of the water. You will often see a garrick chasing the plug/lure for some distance, smashing and swirling at it, but not connecting. When this happens keep retrieving without pause, maybe shake the rod tip a bit to give the plug extra action which may trigger the garrick’s instinct to hit it.
The best fun is experimenting, much like dropshot - let it sink, jerk between retrieve sets, fast-fast-stop-jerk-slow-jerk etc etc