Landing Page Relevancy accounts for only 5% of Quality Score? Can it be so?

Live from the Googleplex, Hal Varian explains, the Google Ads Auction.

This is a must-see, even if Hal isn’t deserving of an Oscar…

Do you think the pie chart of Quality score is accurate?

• 60% CTR (“user feedback”)
• 30% Adwords Account Architecture (“relevancy”)
• 10% Landing Page Factors (that’s all? -WTF)
• Assuming Hal’s pie chart is accurate…

Landing Page Factors (only 10%) includes: relevancy of landing page, original content, easy navigation, transparent ie. privacy policy page, load time, contact us page, little use of pop ups/unders, and more? Relevancy of the landing page is only one of many components of the landing page formula, did you catch that? We don’t know exactly how much power this carries, but my guess is 30-50%.

If that is true…

Landing page relevancy influence over overall Quality Score accounts for only 5% of Quality Score?!

That can’t be, can it? Google prides itself on Relevancy so, how can this possibly be I ask you? I hope I’m wrong on this.

If I am correct though, this could help explain irrelevant ads and landing page experiences.