Google is testing mobile search ads in the U.S., U.K. and Germany, similar to an earlier pilot in Japan; meanwhile, mobile search player JumpTap has launched a mobile search index and auction-based ad platform to help its carrier clients monetize search traffic, ClickZ reports.

All Google mobile search ads are subject to editorial review, and pricing is similar to Google's web search keyword bidding, according to an AdWords FAQ on mobile ads. Marketers determine their maximum cost per click (CPC); smart pricing doesn't yet apply, and conversion tracking isn't available.

JumpTap offers paid and unpaid ways of getting content and offers to wireless subscribers. Paid ad products include CPC text listings, banner units, landing-page creation and interstitials; free services for mobile site operators include optimization and inclusion services such as XML feeds.