I haven't used them myself but they just work in the same way as normal ads (but on a phone). You can run your current AdGroups on mobile devices by creating a mobile text ad variation. These Google Helpdesk links should also help you to get started: https://adwords.google.com/support/bin/topic.py?topic=8500 https://adwords.google.com/support/bin/answer.py?answer=29492&topic=8501