The Great Ocean Road is not typically done as part of the East Coast but as an extra trip before or after. There are tours available but the best way to travel this journey is by rented car or camper van to give you a little extra time to see the things you want to see. My top tip would be to stop at as many scenic lookout points as possible (they are well signposted and often visible from the road) to take in the amazing views and to snap awesome pictures.