I like to use either a fast retrieve with the lure on the surface skipping and splashing or a slower retrieve with the lure swimming just below the surface and coming up to splash only once in a while. In my experience, I think I've actually taken more hits while the lure is swimming just below the surface. Not as exciting because you don't see the explosion on the surface, but still fun. It seems that when there's more than one fish chasing the lure or if the fish is really lit up and aggressive, the fast retrieve gets them even more aggressive. Typically, I like to mix up my retrieve speeds 50/50 between the two.