Just follow the advice of GunBlue490, an old timer with a lot of useful advice.
His main theme is "Less is More." So, ideally, a 1.5x-5x magnification with an objective lens of 24mm (or less) is fine. However, he is as talkative as Paul Harrell, which means you need to listen for a long time to extract the information you need.
Even when you narrow down the range of magnification, you are confronted by reticle choice, manufacturer, mounting height, eye relief, rail slope, etc. As a newb who is going through the buying process, I would say that the process of narrowing down your pick is 10x harder than choosing a rifle. I had an opportunity recently to purchase a new old stock Nikon Prostaff 7 spec'd at 2.5-10x, 30 mm barrel, 42mm objective for $240. Optics are crystal clear, and this beats anything from Bushnell in the under $400 price range. It's a shame that Nikon got out of the business, but to compete in the sub-$500 market, they needed to move some production to China, and rubber compounds produced in that nation tend to self-destruct. A leaky O-ring can lead to fogging inside a scope.