How to choose a reliable bookmaker for sports betting?

Hi guys! I'm thinking about betting on sports, but I can't decide on a bookmaker. I see a lot of ads, but I'm not sure who to trust. What criteria should I consider when choosing? It is important that there are convenient payments, a good selection of bets and honest payouts. Has anyone been betting for a long time? Share your experience! How not to fall for scammers? I will be glad to receive any advice.