1. Why Not ADP for Sonic Automotive’s Digital Marketing Solution
Sonic should partner with ADP for Digital Marketing solutions for the following reasons:
1. 4 of top 7 dealer groups partner with ADP today for Digital Marketing gives us the
experience to provide you better service and products. Proven success partnering
with enterprise accounts that are top down
2. Dynamic Web Sites with powerful Enterprise functionality and control.
3. Detailed Integration with DMS system that enables more capabilities: (see
schematics below)
a. Buy On line
b. On line Service (similar to My Auto Garage)
c. Parts On Line
d. Web Vehicle – real time inventory
e. Web Desking
4. ADP dealership web sites outperform the industry average by 250% with a visitor
to lead conversion rate of 6.72% compared to the national average of less than
2.5%
5. Aggressive Product roadmap for ADP Digital Marketing
6. Single solution provider that is a leader in each focus of the request for proposal
a. Performance Consulting – over 10 years Digital Marketing experience.
(reference list included)
b. Internet Lead Management – Dealer Choice award winner (over 1500
dealerships, 25,000 users and )
c. Call Monitoring (Call Source) – industry leader, national toll free numbers,
dealerships own numbers, flexible pricing, 50 numbers for same price
d. Search Engine Optimization, Marketing, Analytics, Digital Advertising –
over 2000 dealerships, integrated analytic tools to capture relevant data
(reference list included)
e. Customized Email Marketing Suites and Virtual Test Drives (2003-2008) –
over 100 hi-impact micro-site emails and virtual vehicle walk arounds that
provide unlimited campaign opportunities
7. Sonic Champions for Implementation and Support

2. Enterprise Web Sites
Integration Analysis (with and without ADP Web Sites)

3. Summary:
With ADP web sites, Sonic Automotive will have more robust integration capabilities that will
provide seamless transactional capabilities, near real-time inventory updates, on-line servicing
capabilities and much more.

4. Support Metrics
o Avg speed to answer 23 seconds
o Average case opened for 3 hours
o Only 1 case opened past 2 days (Case was awaiting enterprise account approval)
Site Availability Metrics
Metrics listed below are pulled from actual monitoring devices and reported to enterprise
customers. Availability percentage does not break out planned maintenance windows that were
scheduled in early morning timeframes and were communicated to enterprise customers. There
has been considerable enhancements made to the web site application and production environment
since May that has had a significant positive impact to availability and efficiency. Since May, the
websites have been available at 99.9% when planned maintenance windows are not counted.
Site Availability
Monthly Statistics
Percentage
January 99.74%
February 99.15%
March 99.53%
April 99.27%
May 99.87%
June 99.83%
July 99.89%
August 99.81%
September 99.94%
2007 Up To Date Average 99.67%
Site Performance (Conversion)
Monthly Unique Visitors and Leads Generated
Unique Site Traffic (Mo Average) 1,043,401
Total Hits (Mo Average) 25,832,966
Leads Submitted (Mo Average) 70,138
*Visitor Conversion (Mo Average) 6.72%

5. Product Road Map Highlights
• Transactional Website Functionality
– Multimedia On-line Credit Application (Finance Center)
– Buy Online transactional capability - Quote Builder (My Account consumer-facing
secured area)
• Flexible / Configurable Quote Builder
• Cash and Finance Deals with Data Transfer Lender Integration
• Virtual Presenter
• Taxware Integration
– Service Scheduling
• Online Service Scheduling
• Virtual Presenter
• Integration to DMS Service Schedule
• Consumer RO Status Inquiry
• Email / Text Msg Reminders-Notifications
– Online Parts & Accessories Purchases (Credit Card integration with Dealer’s
Merchant Account)
• Consumer Facing Accessories Catalog
• PW Secured Wholesale Customer
Parts Shopping Cart - Ordering
• Virtual Presenter
• Digital Advertising
– Ad Content / Collateral Builder
– Micro-sites and Conversion Optimized Landing Pages
– Dealer Ad Distribution - Search, Context Network, Behavioral Targeting
– Google certification (Ad Distribution, Consulting and Services)
Optional Sharable
CRM Vehicle Management Online Solutions Digital Mktg Deal Management Consulting
Services
- webCRM Pkgs - webVehicle - webDesking - Premier Consulting
- iLeads ILM - AutoCheck Express - webFI
IN-DEALER
- Appraisal Solutions - webMenu
SOLUTIONS
- Pricing Solutions - webCredit
Design On Demand
- Vehicle Analytics - Digital Contracting
- NetTrak ILM - Auction Manager - BZ / Dyn Websites - BZ Digital Mktg Pkgs SEO / SEM Services - STC Consulting
- Microsites - Virtual Phone Mgr Integrated Call Tracking
- Business Online - Digital Ad Mgr Buzzmail / VTD Pkgs
DIGITAL
- Buy Online Mobile Marketing Svc
DEALER
- Service Center ILM Solutions
SOLUTIONS
- Finance Center eMail Append
- Parts Center DataFresh
- Accessory Center Reverse Phone
- BPO Lead Mgmt - CustomerTouch Data Enhancement
- CustTouch Customer - Managed BDC Integration
MANAGED - CustTouch Prospect - Managed Campaign
SOLUTIONS - Managed Placement

6. Performance Consulting
ADP’s Digital Marketing Performance Consultants hold a distinct advantage over others in the
field because:
• Our Performance Consultants have been focusing exclusively on Digital Marketing and
Internet Lead Management for nearly a decade now. Specifically, we know what works
and can demystify this seemingly complicated component of your business.
• No one else has completely identified or has been monitoring the 5 Vital Statistics and our
understanding of the tasks that impact those numbers will lead to substantive Action Plans
that result in success when executed.
• No-one else has the depth of understanding that we do, as it relates to the different Internet
Lead Management models and we will help you craft a solution that will clearly
accomplish your goals and objectives.
• Regional workshop experience. Our team has conducted hundreds of Digital Marketing
technology and Best Practice workshops for dealers across the country and will plan and
execute on your rollout strategy.
Dedicated Search Marketing, Analytics and Digital Advertising Team
ADP Digital Marketing has the most experienced team in the automotive industry. Our seasoned
team has optimized over thousands of dealerships including 9 of the top 10 Ward’s eDealers and
managed millions of dollars in paid search marketing with our sophisticated bid management
system. In fact, more leads are generated through search marketing than any other medium.
You have a dedicated team constantly working on your search marketing campaign. Please feel
free to call any of us with your questions or simply reply to this email:
• Dedicated project manager
• Omniture Analytics Expert
• Paid Search Manager
• Search Director
Keyword Research
The initial step in search engine marketing is keyword research. Here competitive keywords
relating to your market, competition and site are discovered. This includes the key phrases that are
most relevant to the products or services offered on your site and most often searched by
consumers. We research the amount of competition which in turn helps to determine the cost to
compete for top placement.
Keyword research is done to maximize the impact of search engine marketing efforts. When your
site ranks well, more relevant visitors come to the site leading to an increase in conversions and
hence income for the site. The accurate identification and careful selection of these important
keywords and key phrases can literally make or break any web site or online business.

7.  Use competitor source code to begin developing master keyword list.
 Implement keyword research tools: WordTracker, Overture suggestion tool.
 Use Google Adwords, and Overture to estimate volume of search, budget and cost per
click (CPC) on competitive keywords.
Keyword selection and grouping
Keyphrase analysis and selection are core to success in SEM. Identifying relevant key phrases for
your marketplace is crucial starting point in properly targeting your audience and maintaining a
strong Return on Advertising Spend.
 Segmenting keywords into buckets tied to specific brands, makes and models
 Centralize keyword management and create business rules
 Map keywords to stages within the buying cycle
Account creation and campaign structure
Each search engine has its own individual setup process and campaign structure. This determines
the way in which your keywords are grouped within the account and defines the appropriate ad
creative to be displayed when these terms are searched.
 Develop Search Ad Network Strategy for structured rollout to each search engine or
advertising network
 Keyword Matching Strategy
 Search-Term Targeting Strategy including geo-targeting and day parting
Copywriting
Effective creative development for paid search text ads is a great challenge for the copywriter. In
Google Adwords you have just 95 characters to be creative with your creative text – 25 for the
headline hyperlink, 35 each for the first and second description line and a further 35 characters for
the display URL.
Landing page selection and keyword tracking
Destination or landing pages, where you direct your clicks to, are an integral part of paid search.
Effective landing pages mean you convert more visitors to the outcomes you need and in quality-
score based search engines, they make your ad more competitive.
 Landing page assessment
 Unique tracking codes are used to track traffic conversions for each keyword in each paid
placement
Campaign Budgeting and Bid Management

8. Paid Search Marketing networks such as Google Adwords and Yahoo Search Marketing are
becoming increasingly complex to optimize. Campaign bid management partially automates the
management of paid search advertising across a range of paid search networks by applying rules to
display ads for specific keyphrases at particular bids, positions and times to achieve specified
business goals such as maximizing ROAS or ROI.
 Determining the paid search investment and allocation across different paid search
networks, campaigns and keywords
 Listing position strategy and daily keyword bid management tied to business objectives
 Budget management and monitoring
 Day parting based upon variations in media consumption and user behavior
 Traffic and conversion monitoring and optimization
 Add/remove keywords, modify titles and descriptions as needed
 Handling of all search engine payments, and auditing of search engine charges
 Click Fraud monitoring and reporting
Reporting
Monthly keyword reports are broken down by individual search engine. Included is a report of
your rankings by search engine with analysis of your results.
In conjunction with your Omniture analytics reporting, each month you will receive the attached
report detailing your campaign Impressions, Visitors (Clicks), Web and Form Leads. It also
includes a graph showing your daily visitors and the most popular keyphrases driving visitors to
your site.
Paid Search Marketing Team
We utilize the most advanced tools in the automotive industry necessary to run an affective search
campaign including Rules Based Management (Day Parting, ROI Bidding, Shadow Bidding, etc.),
Click Fraud Monitoring as well as aggregate campaign creation, bid management and reporting.
Although, all of this technology is necessary to keep pace in the changing search environment, the
real value created by ADP Search is our experienced staff. The technology is only part of the
equation. An effective campaign takes into account much more than just Click Through Rate
(CTR), day parting, keyword bids, and the number of keywords used – equally important is the ad
copy, landing page and structure of your campaign. This is especially important when taking into
account Google’s quality score, which plays a major part in your total cost per click, and your
conversion rate which directly impacts the success of your campaign.

9. Reference List
1. Dynamic Web Sites
Enterprise Customers
o Auto Nation
Joyce Vonada
Jeannie Moran
o Lithia Motors
Kyra Drennan
Chris Gugliotta
Dealership Customers
o Mack Massey, Randy Massey (DP), 915-584-9393
o Wallace Auto Group, Joe Trotta, 772-286-8000
o Lindquist Ford, Todd Mettee, 563-449-7349
o Budd Baer Inc, Brian Baer (DP), 724-222-0700
o Northwoods Auto Group, Inc, Lisa Browning, 717-582-2411
2. Consulting
o Moss Bros: Glen Moss DP, Tracey Fuller BDC Manager, Arnold Tijerina Internet
Manager over all stores 909-825-1212
o Lakewood Fordland in Denver: Vince Armejo GM, 303-232-2200
o Will Tiesiera Ford: Lonnie Macelli GM/ Danial Macelli ISM 559-688-7471
o Mercedes Benz of Smithtown: Nancy Buzzetta/DP, David Lucci BDC Manager,
Nathan Boutcher ISM 631-265-2204
o Bernardsville Volkswagen: Tony Altomarre/DP, Mark Mackay BDC Mgr, Ed
Levinstone SM 908-776-1600
3. Search Marketing (Tony getting contact information for these dealers)
o Lighthouse Ford
o Sunset Chevrolet
o Rizza Chevrolet