You will need to search using a not so popular search engine and hope like hell that they have indexed those backlinks as also the search engine itself is not blocked by the webmaster.
First check the keywords those are dropping in rankings.
Then observe the backlinks to those keywords/URLs.
What do you see in it should give you an idea of what's going wrong.
You need to test different ad formats and target audience, fine tuning over a longer period of time will give you a good idea about what works. Testing is the only way to know
Never used Mac though, but every new stuff will have a learning curve. So I would stick with windows, that's me though someone who's into his comfort zone :D
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