1. A method of preparing to recognize non-textual user queries and related information to return, the method including: receiving from a promoter's system a selection of an uploaded target audio reference and one or more bids to deliver one or more promotional content items responsive to an audio query matching the uploaded target audio reference; processing the selected uploaded target audio reference and preparing it to be recognized; linking the uploaded target audio reference to the one or more bids to deliver promotional content items; and storing with a campaign at least the link from the uploaded target audio reference to the bids and the promotional content items.