Tough call. I like FFP. That Vortex scope is said to be very good. I'm still considering one for a light weight AR308 16" barrel carbine. That being said I also have a fair number of the 6.5-20x 50mm Conquest scopes, pre HD5. They are excellent. I refer to them as my budget night force scopes.
With the target and coyotes along with distances stated, I would go higher magnification. 4-14x minimum. With 5-25 range being best overall. I have the Rapid Z varmint reticle for my 223 target/varmint style rifles. Gives drop down reticle out to 600 yards. No turret dialing. Just know the distance and line up the new crosshair. Works very well for quick fairly accurate shooting. It's based of the Pride Fowler reticle.
The benefits of the Zeiss scopes are the optics, repeatability, and fixed eye relief. Like the NF scopes the eye relief is constant throughout the entire magnification range. No having to adjust your head on the stock for the different eye relief. Most scopes don't offer this. The one negative is lack of MOA adjustment. But.... it's not all apples to apples here. The Rapid Z reticle for many calibers puts the Crosshair above centre. So in effect it's like having a 25 moa angled base as you use most of your down adjustment to zero which gives you most of that 50 moa. In some cases you end up with the same amount of moa adjustment as scopes listing far more moa adjustment. Keep in mind you also have a drop crosshair to 600 yards or more and that extra Moa adjustment ontop of that. Something to think about with the Zeiss. Many want pure moa for turret turning. For a dedicated target only rifle you would want pure moa. But for a target/varming/tactical rifle...
The Vortex. Again I like FFP. Some don't. The argument is the crosshair gets too big and obscures the target. Keep in mind the target grows too though when you up the magnification. So the crosshair isn't really obscuring any more of the target. The glass on the Vortex listed is supposed to be excellent, and much better than the previous version (Be carefull there is the older one, and the newer one. You want the newest one).
Personally I would want more magnification than the 2-10x. Unless you're looking at off hand shooting with under 300 yards and the occasional target shooting. If so, then it's a decent combination.
There are compromises, especially when you want a rifle/scope to serve multiple purposes. You have to decide the type of shooting you will be doing mostly and which one fits that. Also look through both. See which one you prefer. On paper one might be the clear winner. Then you check it out live and prefer the other option. The good news is, you will likely be happy with either option.