That's an interestning article: New AdWords Ad Ranking Formula: What Does It Mean? http://searchengineland.com/new-adwords-ad-ranking-formula-what-does-it-mean-174946
Its true, what it basically means, as my post here explains: https://forums.digitalpoint.com/threads/what-do-you-consider-is-a-good-ctr-on-adwords.79952/ Is that google adwords and humans like very different copy and to work in adwords you have to make the decision to either use boring and unappealing adverts or to pay more for your clicks.