+1 on having the bait as straight as possible. I fish the Yum Money Minnows and have no problem. It is crucial that the bait is straight on the hook. Any misalignment will cause the bait to roll and or not run straight. As Shimano for Life said, Swimbait fishing requires a slow retreive, getting too fast can also cause the bait to roll.

Another option if you don't have any luck, is to try some of the line thru baits. California Swimbabes Tiny E, Optimum Lures or 3:16 Lures make some great swimbaits that use a line thru nose and treble hook. These tend to be a little more user friendly.