private bookies the AH odds for matches are better than Pools,most of the times.
although sometimes,you can find that Pools's odds is slightly better.
private bookies,you bet first and then paid later if lose.
Pools,you need to pay first,but it is the safe,they will not "run road".
private bookies,you need to find or have a trusted one(s) if you are betting a big amount. for small amount likes 100 - 1k,it is still alright.
so you really have to decide for yourself. i used to bet thru private bookies but now i tone down a lot,so only bet thru Pools.
there are a lot of private bookies that also that online sites and live bettings.
you probably can find a few that offer their services at SBF's soccer thread.
one of them is quite reliable,i bet thru their online sites before.