There are sooooo many - you are right. It really is a matter of what fits your tank and what is attractive to you.
The majority of the action of aeration comes, as Sandy has so wisely stated, from lifting the water from the bottom of the tank, circulating it to the surface where it picks up oxygen. To a much lesser degree, every bubble will impart a very tiny amount of oxygen into the water - the trick being to maximize surface area of the air bubbles. To do this, many choose to have millions of tiny bubbles as opposed to hundreds of larger bubbles.
There are bubble features that produce little bubbles and ones that make bigger ones. If you bury your bubbler in the gravel, the air will collect in small pockets of the gravel, going to the surface after the bubbles get big enough. This is fine - but it is a different look.
I generally use a long "bar" or bubble wand across the back or sides of the tank. I like having a wall of bubbles as a back drop. It lifts water evenly in the whole tank, the fish love to play in them, and I find it attractive to look at.
What you use is strictly up to you, though. Look around. There are bubble disks (great play toys for the fish - it is like a carnival ride! Mine play for hours on theirs), bubble bars, bubble bricks, bubble stones. There are round stones, square stones, long bars, flexible bars, and even features like man-made rocks that you can stick an airhose with a bubblestone into , so the bubbles come up from the holes in the stone - volcano fashion.
You are mostly limited by your budget, imagination and tank size! HAve FUN! The fish love bubbles!

Edit: if you have your filter intake on the same wall as the bubbler, simply fasten the bubbler higher - just above the intake. This will reduce the air that is sucked into the filter and limit the subsequent noise!