Feet hurt a lot

Recently from past few weeks my feet are hurting s lot. Looking back I had some ill fitting shoes which I changed and got better shoes at a running store. But my feet are hurting a lot especially the heel area and sometimes the ball areas as well that's in both feet. I went to a massage place in the mall like a small Chinese kiosk where they were doing foot massage and when the guy was pressing my feet it was so painful that I was screaming in pain. Reading online it looks like it could be plantar fasciitis I'm not sure though I am doing some stretches doing some ice, seemed like it helped a bit, but today I was on my feet for ,3-4 hours straight in my new good sneakers and my feet are hurting very bad. anything else I should do? Anyone faced this? Please give me hope