1. A method of initializing recognition of non-textual user queries and related information to return, the method including: receiving a selection of a target audio reference; receiving a selection of at least one aggregate experience category to which the target audio reference belongs; linking the selected aggregate experience category to one or more bids to deliver one or more promotional content items to users of portable devices upon recognition of audio queries originating from the portable devices that match the target audio reference or the additional audio references in the aggregate experience category; and storing the selected target audio reference, the linked aggregate experience category, the bids and the promotional content items as a campaign.