Re: How does the mobile ads work?
To answer your question, please check out this excellent article Types of Mobile Ads on our Help Center page here: https://support.google.com/adwords/answer/2472719?hl=en&ref_topic=3121770
I'm also including part of the article that you can view in this thread. For the part of your question on how AdWords Mobile ads work different from Bing and Yahoo, I suggest you visit each of their website to find out more about their mobile ads.
With more and more people going online with mobile devices, it's important to reach your customers while they're on the go. With AdWords, your ad can show on all sorts of mobile devices, including smartphones and feature phones. Ads that show up on high-end mobile devices, such as smartphones, are called high-end mobile ads, and ads that show up on feature phones are called WAP mobile ads.
|High-end mobile ad
on a smartphone
|WAP mobile ad
on a feature phone
High-end mobile ads
High-end mobile devices, such as smartphones, have full Internet browsers and can display websites similar to the ones you'd see on a desktop computer. To compensate for the smaller screen size, these devices typically allow you to zoom in and out to more easily navigate around a page.
High-end mobile ads come in two varieties: text ads and image ads.
- High-end mobile text ads: These ads look like normal text ads that you'd see on a desktop computer. The main difference is that we can show more ads per page when someone's searching on a desktop computer, and fewer ads per page when someone's searching on a mobile device.
To have your text ads run on mobile devices, just make sure you've upgraded to enhanced campaigns. With enhanced campaigns, your ads can show on all devices, including smartphones and other mobile devices.
- High-end mobile image ads: These ads are similar to normal image ads that you'd see on a desktop computer. However, the most common size for ads on mobile devices is the 320 x 50 banner.
To have your image ads run on mobile devices, just make sure your campaign is opted in to the Display Network. To run on mobile apps and sites that are designed for mobile devices, your image ad size should be 320 x 50.
WAP mobile ads
WAP-enabled devices let people browse mobile websites that are specifically designed for small mobile devices. These websites are typically much simpler than the full-fledged websites you'd normally see on a desktop computer.
WAP mobile ads come in two varieties: text ads and image ads.
- WAP mobile text ads: These ads have two lines of text, with as many as 12 or 18 characters per line, depending on the language you use. Your website URL appears on the third line, if you want to enter one. You can also add a "Call" link that allows customers to call you directly from your ad.
- WAP mobile image ads: These ads look like whatever image file you've uploaded.
To create WAP mobile ads, just select the "WAP mobile ad" option when creating a new ad. If you've created an image ad, your campaign will also need to be opted in to the Display Network.
I hope this information helps answer your original question. Thanks.