As for the way I use Lures,
Aggressive Fish, Mackerel, Jacks, BlueFish, Cuda, Aj's, Blue Runners these fish hit faster moving baits with out a doubt.

As for Color, should imitate bait in the water.
Dark Backs and Light bellys are what I like.

Surface Lures and top water plugs:
Top Dog, Zara Spooks, Skitter walks,
Adjust Retrieve to achieve hits
My types of retrieve:
Steady Retrieve
Steady retrieve with very light twitch
If those fail, slow it down or Pick it up

Depth running lures:
Youzuris, Mirror, XRaps, Bombers BPS. Line
Fast steady retrieve
Fast steady retrieve with sporadic rod tip jerks
Fast steady retrieve with rythmic rod tip jerks
Rod motion jerks can be from 6 inchs to 2 Foot pulls "Pulls are exactly like it sounds"
I start my cast with this formula in mind and slow the retrieve and jerks if I don't recieve hits as I have worked with lures for sometime and I have found and have noticed that most people as they start to get hits pickup on the Zone "if that's what you want to call it" and the more you fish like this, the faster you can get into this frame of mind and produce fish. ( Its a Feeling you will learn in time so practice.)

When fishing the Beach use Parellel to the Beach.
Look for Birds Diveing or Pods of bait.
Work the Trough if there is one.
Work the beach side of a Sand Bar.
Work the ocean side of the sand bar if you can. This side produces bigger fish more consistently.

When fishing Bridges use with current.
Work edges of Land.
Allow Lure to go under or come out, the fish hang on the shadow lines.