I prefer ammunition with premium bullets, but most importantly, it must shoot accurately in my rifle. Velocity is good, but does not trump accuracy!
I also use a mid to heavy weight bullet in each cartridge; usually not the lightest or heaviest, as I try for a balance of velocity and weight for overall performance e.g. 140 for 270 caliber, 160 in 7mm, 180 in 30 cal, 200-215 in 338, 250 in 9.3 and 260 in 375, etc.
After that, it comes down to on-game performance. And I have taken a fair amount of game (from antelope to bison, and recently some game in New Zealand and Africa) over the past 38 years of hunting. And while I have taken big game at distances ranging from 5 to 475 yards, the average distance of game taken to date is approx 132 yards! And I hunt in a variety of environments, from thick dark timber to open plains and alpine.
I have found Federal and Nosler ammo to be the most consistently accurate ammunition in my rifles over the years, in all cartridges tried. And Federal has been the most consistent and accurate (for me).
Tried and true bullets for on-game performance include Nosler Partitions and AccuBonds (my favourite), and of late, I am really impressed with the Terminal Ascent bullets tried in a few cartridges.
Nosler bullets typically expand close to 2 times their original diameter and retain 60-90+% of their original weight. The Terminal Ascent ammo has been accurate and provided quick, clean kills on 5 animals last year, but as all were pass throughs, I cannot report on expansion or weight retention.
I have always had good on-game performance with Winchester Power Point ammunition in lever action rifles, regardless of cartridge. As well as in some bolt actions over the years.
I was just in Africa and due to permitting issues, ended up using the PH's rifle...a suppressed 300 Win Mag, with Sellier & Bellot 180 gr SPCE (controlled expansion) ammunition. I have never tried this ammo or bullet before, but between my wife and I, we took 7 animals at an average shot distance of 193 yards, one shot kills. This controlled expansion bullet performed very well, and 6 of the 7 animals expired quickly to heart shots, with the sable and kudu running the furthest after the shot (approx 80-100 yards) before expiring. the rest were DRT or went less than 10 yards. We only recovered 3 bullets from the nyala, kudu and warthog. Expansion was close to or over 2 times, with an avg of approx 50% weight retention. While I prefer more weight retention in a bullet, I cannot argue with the quick, clean kills on some hardy game! I would recommend this bullet if it shoots well in your rifle.
Hope this helps!