Find a Ball That Suits Your Game
The first thing to consider when purchasing golf balls is how a certain ball will impact your game. If you are a player that lacks distance off of the tee, perhaps a distance ball would be the right fit. If you struggle with short shots around the green and putting, maybe you should consider a "soft" ball that gives better feel and control.
Most importantly, you need to remember not to worry about what anyone else says. The balls you purchase will be played by you, and so you must remember to analyze your game thoroughly and come up with a ball that will help you improve.
Set a Price Range
These days, a dozen golf balls can cost anywhere from $10 to $50. While there are certainly differences from one end of the cost spectrum to the other, it is important to remember that buying a pack of $50 golf balls will not lower your score by 0 strokes, or even one stroke for that matter.
Consider your skill level. Consider the average number of balls you lose in a round. These factors should steer you in the vicinity of a price range suitable to your game and wallet. Don't worry about buying the most popular or most expensive brand, because after all, it's only a golf ball.
Don't Be Afraid to Experiment
Another useful tip when trying to find the right ball to fit your game is to experiment. Instead of buying a dozen balls at a time, purchase two or three sleeves of different balls. Try some cheap balls, try some expensive balls. Experiment with golf balls that increase distance or spin until you find one that you like.
Once you've decided on a ball, buy a dozen and play your next few rounds with the ball. Don't judge the ball by scores; judge the ball by how it feels around the green, how much distance it adds. And lastly, don't be afraid to start the process over again if you ultimately decide the ball you've chosen isn't right for you.