Here are some key factors that typically guide investment choices:

• Risk tolerance – How much risk are you comfortable accepting? Higher potential returns generally involve higher risk.
• Time horizon – Are you investing for the short term or decades into the future? Longer time horizons allow for more aggressive investments.
• Liquidity needs – Will you need access to the funds in the near future? Some investments lock up money for periods of time.
• Tax implications – Choosing tax-advantaged accounts and asset types can increase returns. Consult a tax pro.
• Diversification – Spreading investments across asset classes, sectors, countries reduces overall portfolio risk.
• Costs – Look for low fee investments like index funds and ETFs that provide more return for the money.
• Income needs – Those seeking income may opt for bonds, dividend stocks, rentals, interest accounts.
• Management – Passively managed index funds require less oversight than actively managed investments or rentals.
• Ethics – Some align investments with their values by screening for ESG factors or certain sectors.
• Asset allocation – Determining optimal percentages in stocks vs. bonds vs. other assets based on goals/risk.

Overall your specific financial situation, priorities and personal preferences should drive investment decisions to best fit your needs and reach your goals.