  We study operator insertions into the $1/2$ BPS Wilson loop in ${\cal N}=4$
SYM theory and determine their two-point coefficients, anomalous dimensions and
structure constants. The calculation is done for the first few lowest dimension
insertions and relies on known results for the expectation value of a smooth
Wilson loop. In addition to the particular coefficients that we calculate, our
study elucidates the connection between deformations of the line and operator
insertions and between the vacuum expectation value of the line and the CFT
data of the insertions.
