1. A computer-implemented method of presenting promotional content to a user of a communication device, the method comprising: receiving, at a server system and from a communication device, information relating to the communication device, the information relating to the communication device including at least one of information identifying a location of the communication device, information identifying a limitation of the communication device, or information related to content presented on the communication device; identifying with the server system a result that is responsive to the information relating to the communication device, the result including unformatted advertising content submitted by an advertiser for presentation to a user of the communication device; identifying a plurality of stored presentation formats that are eligible for use in presenting the result, wherein each stored presentation format: specifies a different manner for displaying the advertising content than each other stored presentation format; is eligible for use in presenting results for a plurality of advertisers that are different from the advertiser; specifies one or more document component areas; and is associated with a particular user-initiated action that is different from a user-initiated action associated with other presentation formats of the plurality of stored presentation formats; accessing, with the server system, stored data that indicates a preference of the user for a particular presentation format among the plurality of stored presentation formats, wherein the preference of the user is based upon at least behavior of the user responsive to previous result presentations; based at least upon the accessing, dynamically selecting the particular presentation format for the result from the plurality of stored presentation formats, wherein: the particular presentation format specifies a manner for displaying the advertising content on the communication device and one or more mechanisms that provide for user interaction with the result that is presented, and the particular presentation format defines characteristics of the result that are independent of the advertising content; preparing the result for presentation by the communication device by populating the one or more document component areas of the selected presentation format with the advertising content of the result; and providing, to the communication device, the result in the selected presentation format for display by the communication device.