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Link building is a continuous process as you will also be losing existing ones.

It is important to get to the top of google with care, certain practices would offer you temporary peace but soon you would notice significant drops. Have you waited a while before showing concern, sometimes you could bounce back.

It all depends upon what campaign you are running. But mixing everything is the way to go so you do not overdo money terms.

Your sites could drop due to many reasons, so its not necessarily for everyone. Have you lost some of your important rankings and also links?