Some say that they are not spending any money on ads and are using free techniques like YouTube marketing and other social media places like Facebook.
Some say that free ads is not the way to go and ALL they do is PAID ads. (Solo ads, banner ads, pay per click, Facebook pay per click, twitter pay per click, an so on).
I really think that for someone new, this can be really overwhelming because they don't know which way to go. Again some say that free is the way to go and others say paid is the way to go.
Plus, every week some new "guru" launches a new product that teaches the newest technique that no one has ever heard about. That is how you overwhelm someone who is new or has just struggled to get any traffic to their website.
Personally, for someone new, I only recommend that they do paid ads because the results are INSTANT. Which paid ad places are worth it for YOU???? This is something that EACH individual has to test to find out.