Look for structure/obstructions. And slow presentation (for the fish I target at least).

Don't overwhelm yourself with too much gear. Take the time to learn a few plugs or lures, and fish them till you are familiar with their strengths in certain situations and locations. It's easy to reach for another plug as soon as the action slows, instead of figuring out WHY they stopped biting. I used to be guilty of this alot, till I downsized to a smaller Mak belt style bag. It forced me to be more aware of the place I was fishing, and the conditions, and what you hope will be the right choice. Youll always have your "stash" in your truck to fall back on, but it helps you to think, which IMO, is more important than any plug you can tie on.
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One lesson that I was given and didn't take it too seriously until recently...it's just fishing. I was very obessed with catching fishes and pursuing huge ones from the shore and struggled for more than a few years. Then I started to catch bigger ones with improvements in the results. However, whatever I catch or not, I am glad to be out with my buddy or chilling out right by the water.

Having fun is the most important ... bar none ... life is too short ...

... but also, for someone starting out - whether they want to learn how to use lures, jigs or flies - I would recommend to start by fishing with bait first ... watch how fish interact with/attack bait ... incorporate that into the presentation of artificials ...

AS my English uncle said to me many years ago:

If it's not for tea...set it free..........

I think the Thoreau quote sums it up: "Many men go fishing all their lives without knowing it is not fish they are after"

As many have mentioned, make sure you are NOT one of those men. Enjoy everything about the experience, catching or not...

Edges & seems, fish slow first, then speed things up, establish and record patterns.