Prior to getting into this addicting hobby (for me) I used to listen to freinds about certain baits and colors and be swayed into purchasing them that way. Now I have hundreds of unused baits lying in boxes and elsewhere just resting.....or rotting

. When I started making them I fortunately found (the same as many.... found this wonderful site) and opened my eyes and got me thinking about what makes a C/B do what and why. Also to the unfortunate demise of some of my favorite baits they got cut apart, paint peeled off, lips measured ,weights weighed and measured.....and everything recorded. Then I thought I was ready to start......"Thought" was right ......... Well after 5 yrs. I'm still finding things out and hope to continue doing so as I go along experimenting with weight placement, finishes, wire, lips and angle,line tie placement, clearcoats and everything else that you never foresee when beginning.
So to make a long stroy short....er I agree with Bob you should grab up some of your baits that work like you want your bait to and check them out....thoroughly. Measuring thickness, legnth, width, lip length and angle, shape and if you get real curious all the internal aspects also.
TU can give you a good starting point on some things but you will have to experiment yourself to see what works best for you and...learn how to make adjustments on how to make them better.
There are some really good people on here that will make your sailing a little smoother and have they're own niches that they excel in so keep asking and searching and you will get where you want to be.
By the way.....That watch I took apart when I was 10 still isnt working.....
After all that........ my veiw on the subject is that lip angle, tow eye posistion , weighting and shape of bill will affect the dive most. i.e. low bill angle,tow eye slightly less than half the distance from nose of bait to tip of lip, and more of a forward weighting will get you started in the right direction.