Part 3 , “Generating Revenue Through Online Advertising,” talked about the different types of online advertising from the perspective of someone who is selling ads (getting paid to place ads on your website). It's really no different if you're looking to place ads yourself, except that instead of generating revenue from the ads, you're paying for them to get people to come to your site.
In case you decided to skip that section, here's a quick review of the different types of online advertising you're most likely to use:
These variations can apply to text-based ads and display ads (which are visual but usually more expensive). Of course, if you're willing to spend some money, you can also create ads using video, but if you're just starting out, this will probably kill too much of your initial ad budget. Personally, I've run all types of ads, and what I've found is that I get my best results in terms of cost, clicks, and quality of consumers with PPC display ads. Try different types and different ad variations (headlines, copy, images, etc.) to see what works best for you and your site.