Lures

Paddletail: There are tons of available brands.

Shrimp: My favorite is the Salt Strong Power Prawn. There are a lot that look more realistic, but that does not mean they behave realistically. 

Bucktail: These can be used with a live bait, deadbait, a paddletail, or on their own.

Diving Surface Plug: These float until they are pulled. They have a lip that makes them dive.

Subsurface: Lures that sink. They exist in all sorts of sink rates.

Surface Plug: The walk the dog style lures can be very popular.

Popper: These have a flat or cupped nose which causes noise when pulled quickly. These tend to be better in a noiser environment such as the surf or windy conditions.

Spoon: The gold spoon gets the most attention. But there are a million options other than that. You can get them weedless for using around structure.