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Since its a very competitive niche, you could lose out fast doing ppc if you are unsure about it. I would find some long tail keywords to target and focus on them, or get a ppc expert
Essentially its just like marketing any other page, except other than perhaps a choice of keywords you have to be focused with off page optimization since you have little control. Focus on linkbuilding to the channel and engage with relevant communities
All web addresses are ip addresses as well, what I mean is that you are just seeing the ip version of a web address. Enter it into the browser and then explore the site to see what it is.