The bait of choice I hear everyone say is sand shrimp, which is supposed to catch everything. But I've caught the rockfish on swimbaits, grubs, and worms, or in other words anything you might catch a fresh water bass on. Same thing for lingcod only they prefer bigger baits.
As far as locations go, I've actually never had any luck "surf" fishing. I've tried it, and would love to find success and figure the whole thing out but for now I've found my best luck with the jetties in Newport, or Fisher's Rock south of Lincoln city. The beach at Fogarty creek park (just south of Fisher's Rock) looks inviting and has kelp beds real close to shore the whole length of the beach, and while I have yet to catch anything I can only imagine it's great perch and greenling habitat.
There's also Boiler Bay and the rocks near Depoe Bay which you can fish off of, and have heard of people having good success.