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Once enough data has accumulated, it’s important to run reports and take action based on the data. In today’s Profitable PPC column, “Reading the Tea Leaves: Interpreting Keyword Reports,” David Szetela shows you what all those numbers mean, and how to make adjustments to improve PPC campaign performance.

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On Friday, the YouTube Blog announced that the video sharing site was starting to test full-length programming. Apparently, YouTubers have been asking “to be beamed up with Scotty, to devise a world-saving weapon using only gum and paperclips, and to get your grub on at ‘The Peach Pit’.”

Hey, I’m not making this up. Go to the YouTube Blog and read it yourself.

Through a deal with CBS, YouTube is now offering “Star Trek,” “MacGyver,” and “Beverly Hills, 90210” to the 91 million viewers in the U.S. who watch 5 billion videos a month (54.8 videos per viewer). Yes, yes, comScore Video Metrix reports there are another 19.7 million viewers in the U.K who watch 1.4 billion videos a month on YouTube.com (72.4 videos per viewer). But, I’m sorry, I can’t find out how many there are in Canada.

Nevertheless, the YouTube Blog says, “These shows will be available in the new Theater View style we rolled out earlier this week, which provides optimal experience for watching full-length programming on your computer.”

Yes, yes, but what does this mean to search engine marketers?

The YouTube Blog adds, “As we test this new format, we also want to ensure that our partners have more options when it comes to advertising on their full-length TV shows. You may see in-stream video ads (including pre-, mid- and post-rolls) embedded in some of these episodes; this advertising format will only appear on premium content where you are most comfortable seeing such ads.”

Ah, ha! You knew there was a catch!

Still, in order to make it clear to viewers, YouTube has labeled all full-length videos with a Film Strip symbol so they’ll know what kind of content they’re choosing to watch and what type of ads they might see.

I can’t wait to share this news with Matt Bailey, the founder of SiteLogic. My business partner, Jamie O’Donnell, talked with Matt about Trekkie lore and web analytics at SES San Jose 2008. Matt was the first to analyze “the Red Shirt Phenomenon.” (As any die-hard Trekkie knows, if you are wearing a red shirt and beam down to the planet with Captain Kirk, you’re gonna die.) But, check out the YouTube video below to hear Matt’s analysis for yourself.

Measuring Web 2.0 with Star Trek - & SiteLogic’s Matt Bailey

By the way, Matt Baily will be teaching one of the Search Engine Marketing Training Workshops at SES Chicago 2008. It’s the Search & Analytics Workshop: Using Analytics to Increase Search Effectiveness, which will be held on Friday, Dec. 12, 2008.

To prepare you for Matt’s workshop, here are some basic stats:
The Enterprise had a crew of 430 during its five-year mission (although, the show was only on the air for 3 years). In the 80 episodes that were produced, 59 crewmembers were killed, which represents 13.7% of the crew. So, that’s what Matt uses as the overall “conversion rate.”

Heck, I can’t explain it as well as he does. So, watch the video interview above — read his article over on the ClickTracks site — or prepare to be amazed during his workshop at SES Chicago.

Link building is often a slow and arduous process that unfolds over a long period of time. But the rewards are large and it’s a fundamental requirement for marketing any Web site, regardless of how established it may be. In today’s Web analytics and ROI column, “SEO Link Building Fundamentals,” Eric Enge shows you how creative link research can provide you with some real advantages.

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The keynote speakers for Search Engine Strategies Chicago have just been posted to the website for the SEM conference. And check out the heavy hitters:
• Lawrence Lessig, the Professor of Law at Stanford Law School, is giving the opening keynote on Monday, Dec. 8;
• Bill Tancer, the General Manager of Global Research at Hitwise, is giving the morning keynote on Tuesday, Dec. 9; and
• Josh James, the President and Chief Executive Officer of Omniture, is giving the morning keynote on Wednesday, Dec. 10.

That’s quite a line up. Or, as my good friend Anne Kennedy, the Managing Partner of Beyond Ink and a member of the SES Advisory Board, says, whether you’re a “seasoned search maven or hopeful newbie, you’ll find speakers who share expertise, new research, horizon’s edge views and knuckles-in-the code tactics” at SES Chicago.

Take Professor Lessig, for example. For much of his career, he has focused on law and technology, especially as it affects copyright. He is the author of Code v2 (2007), Free Culture (2004), The Future of Ideas (2001) and Code and Other Laws of Cyberspace (1999). He was also a columnist for Wired, Red Herring, and the Industry Standard.

According to a recent article by Kim Heart in The Washington Post, Professor Lessig is among the signers of a letter that went to the Barack Obama and John McCain campaigns. The letter was also signed by Craigslist founder Craig Newmark and Wikipedia founder Jimmy Wales.

The letter asked the candidates to insist on using a new method to choose debate questions. While that job is usually left to the media host, the members of the “Open Debate Coalition” say they aren’t “hard-hitting enough.”

Instead, they want to let people submit questions, then vote on their favorites, over the Internet. The top 25 questions would have the potential of getting asked during the debates.

“This cycle’s YouTube debates were a milestone for Internet participation in presidential debates,” the letter said. “But they put too much discretion in the hands of gatekeepers. Many of the questions chosen by TV producers were considered gimmicky… and never would have bubbled up on their own.”

So, do you think what Professor Lessig says at SES Chicago will be on the mid-term? All I know is that I can’t wait for the Q&A following his keynote.

The following day, Bill Tancer takes the stage. He’s the author of “Click: What Millions of People Are Doing Online and Why It Matters.”

Bill, who I’ve known for years, is the author of a weekly online column for TIME, “The Science of Search.” He is a frequent guest on CNBC, and has been quoted extensively in the press, including The Wall Street Journal, The New York Times, USA Today and Business Week.

Bill recently had a “naked lunch” with Andy Greenberg of Forbes.com. Hey, I didn’t make this up. Click on “We Are What We Google” and read the article for yourself.

In the article, Bill is quoted as saying, “What I find really fascinating is how much we tell search engines – more than we tell surveys, more than our family members, more even than our priests or rabbis.”

Are you skeptical of this claim? Bill backs it up with his analysis of searches beginning with “fear of.” It reveals search engine users are afraid of flying, heights, clowns, intimacy and death, in that order.

Looking at searches beginning with “how to,” he observes that the phrase “how to tie a tie” edges out “how to have sex” and “how to kiss” for the top spot.

And Bill’s analysis of searches beginning with “why” shows that most queries are related to school projects. But these fall sharply during the summer and Christmas holidays. During those periods, more existential questions like “Why did she leave me?” and “Why did God do this to me?” pop to the surface.

But wait! There’s more! The following day, Josh James is the keynoter.

James co-founded Omniture in 1996 and, under his leadership, it has evolved into one of the fastest-growing publicly traded software companies with more than 4,700 customers across 75 countries and over 1,100 employees. His market vision, leadership and entrepreneurial philosophy have enabled Omniture to achieve greater than 75% growth for more than five consecutive years, as well as to maintain customer retention rates of greater than 95%.

James is also the founder of Silicon Slopes – a private sector initiative whose mission is to promote the interests of high-tech in Utah. A recent article by Tom Harvey in The Salt Lake Tribune said that the Omniture CEO was motivated to found Silicon Slopes in 2007 to change the misperception that Utah is “A quirky state at the edge of the desert dominated by a single religion and defined by its far-right politics and weird liquor laws.”

For example, Siliconslopes.com is sending out thousands of promotional posters this year that depict the Silicon Slopes running along the Wasatch Mountains from Logan to Provo, listing an array of high-tech companies with operations here, as well as ski resorts and signs pointing to Moab and other attractions.

While I haven’t met Josh James yet, I did interview Huw Roberts of Omniture earlier this year at SES London. Roberts talked about the importance of web analytics to effective search engine marketing for businesses of any size.

Huw Roberts, Omniture, at SES London 2008

There you have it: The keynote speakers for Search Engine Strategies Chicago.

And I’ve got to agree with Anne. Whether you’re a “seasoned search maven or hopeful newbie, you’ll find speakers who share expertise, new research, horizon’s edge views and knuckles-in-the code tactics” at SES Chicago.

iPerceptions has released data showing which online advertising methods are most popular with consumers.

• 25% are likely to click on simple text ads
• 20% are likely to click on display ads follow
• 20% are likely to click on right banners
• 12% are likely to click on top banners

Video ads remain unpopular, with only 11% of consumers likely to click on them. But if you do use video ads, the audience segment most likely to click on them is the under 25 set, which account for 1/3 of the video ad watching audience

Jonathan Levitt, vice president of marketing at iPerceptions. “Our research shows that inexpensive banner and text ads are still preferred among web consumers. By having a direct dialog with consumers, we are able to know – with certainty – what consumers want and expect from their online experience.”

Related Reading:
Local Online Advertising Does Best on Local Media Sites
Online Ad Spend Intact Despite Weakening Economy
eMarketer Releases Mobile and Online Advertising Projections

YouTube has introduced a new feature to its Insight analytics. The feature is called Hot Spots (not to be confused with Live Search’s “hotspots”) and it shows which part of a YouTube video are the most engaging.

YouTube says that the information can help users edit or annotate their videos in order to help audiences stay engaged.

Here’s a screenshot of the new feature:

When you’re competing with hundreds of other Web sites for the attention of just one user, how can you ensure your site stands out? If you look at what you offer, what you make the most money on, and what people are asking for, you can build your Web site to serve the most profitable aspect of that need. In today’s small business search engine marketing column, “The Geometry of SEM — What’s your Angle?,” Carrie Hill shows how an angle for your Web site and search marketing can mean all the difference between a successful Web site venture and a failure.

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The real Emmy story last night came near the end, when Tina Fey arrived on the stage for last time and received the 30 Rock team award. She reeled off all the places where the critical hit could be seen online, including Hulu and NBC, and then said something like “and occasionally on TV” as well.

Perhaps Fey sounded a bit promotional but it seemed, well, normal. We definitely live in a video-on-demand world and TV shows are viewed when they are convenient for viewers. In her acceptance speech, Tina was shining the light on all the online access points.

However, we’re not searching with a video mindset yet. When googling “30 Rock,” you first see an NBC paid ad that directs searchers to their network portal. In the organic results, the program’s homepage comes up first. There’s no Hulu or other video access points in the results, only information about the award-winning program.

We’re still in that 500-channel universe, without an easy or standard searching mechanism. In this 30 Rock example, visitors are directed to channels containing their programs or else to the program homepage, rather than to specific episodes they might really want to see.

The TV shows aren’t directly accessible unless you are consciously refining results for videos or deciding to use a video search engine. When all the results are videos, at least you can save a few clicks. Still there tends to be duplication based on the different outlets and, even then, you may not land on the exact episode that interests you most.

On the video destinations, the searching mechanisms are somewhat lacking as well. For videos, the assumption is that you will know which episodes you have missed and browse what’s available until you find the right date and description.

At this point, people are trained to navigate through menus and directories, and don’t really know what they are missing. With search, they would be able to find what’s interesting within an episode or discover moments they want to see again. If there’s social inputs, then visitors would also benefit from what others have found interesting too.

In the search world, we know there are some real opportunities ahead. Now that viewers know their programs are available online, consumption can be increased with better searching and discovery mechanisms.

Local SEO is a must for businesses that sell products locally to a specified geographical area. In today’s vertical search column, “Getting to Know Local SEO,” local search expert Gregg Stewart shows how the channels consumers are using to search are changing. Is your marketing strategy adapting?

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Google is none-too-thrilled about a SearchIgnite study suggesting that search advertising prices would increase by 22%. Now they’re fighting back by saying the study was misleading. Here are their main points:

• Ad prices are not set by Yahoo! or Google, but by advertisers themselves
• Yahoo! won’t be able to see the current auction prices for Google ads, just as Google won’t be able to see Yahoo’s prices
• The report mistakenly assumes that Yahoo! will serve Google ads for as many of its search queries as possible. This contradicts Yahoo’s own statements that their plan is to serve Google ads on search results pages where they have few relevant ads to serve.
• The report includes a misplaced focus on cost per click (CPCs) rather than the more important measure for advertisers — return on investment of their advertising dollar.
• the study fails to take into account that fact that Yahoo! shows significantly more ads per page than Google

I’m sure the analysts will be split on whether they agree with Google or not.

But one thing Google is getting wrong is the timing. This week’s fast collapse of companies in the financial market and the mortgage problems that have plagued the U.S. for a year now are only reminders of the great risks associated with companies becoming TOO BIG.

Of course, forging an ad deal with Yahoo is not the same as taking on irresponsible loans, but consumers, Wall Street, and the feds are undoubtedly wary of big promises made by big corporations. And Google has become just that in a short 10 year time frame.

Even without the current mess, antitrust concerns abound. And while Google may have permeated our culture, for some the side effects of such power have been extremely costly.

In a week after a devastating hurricane and financials falling left and right, Google is not exactly demonstrating sensitivity to the current consumer and regulatory climate by supporting their desire to expand their overwhelming majority market share even further.