I would like to understand the revenue components of a lead generation
website business model for the financial services industry (e.g.,
bankrate.com, lowermybills.com, insweb.com, etc).  Can anyone tell me
what a website like bankrate.com would earn on both a 1)
cost-per-click basis (CPC) and a cost-per-action/lead bassis (CPA)?  I
would like to know this for the following categories:
1) life insurance (e.g, what is the CPC and CPA that an insurer would
pay a site like bankrate.com)
2) banking
3) credit cards
4) mortgages 
5) retirement and investment
6) tax planning