Go there for surfing or having tasty seafood meals, or both ;-) A lot of locals go surfing at this beach, which is one of the best recommendation a beach can get. If you want higher waves go to Padang Padang in the south-west of Bali. But in this area it is Eco Beach.
If you are not into surfing and just want to watch, go there for a delicious seafood menu in the first row, relax and watch out for the cool dudes ;-)
About an hour by taxi from the airport. Grab some food here then chat and find a place to stay. Quite a few up this road and everywhere here. Batu Bolong beach to the south has great beginner waves, a car park and board hire.