Hits, Links, Banners, Search engines… and how things work…. and change
There are more than just the search engines to consider when you want to promote your page, but they are sure enough the institution that can make or break your page.

In general there are four ways you can get visitors:

1) Direct hits: people type in your web address.
Pretty slim chance here when you start, but it makes sense to think about where you can put your web address (or URL), so it can be seen: Stationary, business cards, letters, flyers, newsletters and posters. Don't forget your email footer. Since email is the most common way of communication in a business, make sure, you include your URL at the bottom of each mail you send.
Especially here it pays to have a short and simple URL. (See "finding a domain name")

2) Referrals: like links from and to other pages
Part of how your page will be ranked in a search engine is how many pages link back to you. One way to get links is obvious: Ask your friends and family to link to you, if they own a personal web page already. A very efficient way is to "exchange links". Meaning that you surf around in (preferably high-ranked) pages that deal with similar topics/products as yours. Then you make contact with the Webmaster of this page and ask him, if he wants to exchange links with you.
In the beginning it is a good idea, to make a link page on your site anyway, even without people linking back. If you ask people to link to your page, particularly if they have similar products, there is always the danger that they think you might take away their customers. Take this into consideration. If you sell wooden toys, don't look for other pages that sell wooden toys, but maybe for pages that sell metal toys. Think of it in terms of widening the range of goods - for both sides.

Another good idea for links and updates is a news page. Look at several news pages (for example http://news.google.com) for articles that are interesting for you. Link to these articles. This way you kill the proverbial two birds with one stone: People come back to your page, because they find interesting articles and don't have to plow thru news-pages themselves and the search engines get an idea what your page is all about, because you link to these articles.

Encourage your visitors to link to your page from their page. Have a "link-to-me" page ready for them with the correct instructions on how to link to your page. Ideally have the link code ready for them, so they just have to copy/paste it into their page. Also give your visitors a variety of possibilities to link to you: A text-link, different banners, animated and not-animated…

3) Banner Adverts… for your page

In the mean time Advertisements on the net come very cheap. Have a look on Ebay for the term "Ad or Ads" and you'll see a lot for next to nothing.
You can be pretty sure, that what you get is what you pay for: None of these offers are real "quality" ads, so don't expect the world, if you pay 5$ or less for 100,000 impressions.
What you might want to look at is exactly that term: "Impressions". An impression is defined as "The viewing of a page or ad(s) by the user. The assumption is that the page or ad images were successfully downloaded and the user viewed the page or ads on the page are recorded whether or not a user clicks on an ad." In other words: it is, how many times your ad was SHOWN to users. It does not say anything about the audience that the ad was shown to, or how many people actually clicked on the ad. And unless you see actual statistics on where and how many times your ad was viewed, I would be careful what I pay for - even if it is only a small amount.

What you want is people to get to your page, and because of that it does not matter, how many people SEE your advertisement, it is all about how many people CLICK on it. This is called a CTR .
Some Ad services offer a rate for actual "clicks" and not for impressions. These are easier to track if you install a counter on your page and they are usually the better deal. But also these offers leave the door wide open to fraud: Nothing is easier than to generate bogus clicks to your page, so be careful what you buy here as well. If your clicks all come from the same IP address, your money is going down the drain.

http://adwords.google.com is not the cheapest service but it offers a fair deal and good statistics. Adwords is using the size of Google and the number of people searching on this site, to filter out people who look for keywords that are interesting for you. Take some time and familiarize yourself with the idea. It might not be the cheapest, but at least you can be relatively sure that you get actual clicks.