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SoC is melee crit, Crusader strike is melee crit, JoC is spell crit.
Roughly speaking 1 spell damage is about the same dps increase as 1 AP. However AP is generally cheaper in terms of item budget so you get more AP on items of a certain item level than you get +dmg. Furthermore you'll always find melee crit and ap on items together (woo non set plate) but you will only find +dmg and melee crit on ret paladin specific set gear.
Another thing to consider that you need 8.6% hit to not miss against lvl 73 mobs with crusader strike. There is no plate with +dmg & melee hit apart from 1 piece of T5 and 1-2 pieces of T6 you have to get your melee hit from trinkets, rings, back, neck and non set plate.
Basically most of your damage will come from auto attack, crusader strike and soc/sob, these are pretty mana efficient and all benefit from AP & melee crit. Consecration and JoC are mana inefficient and will probably only make up 20% or less of your damage.
Basically stacking AP, Crit and 8.6% hit will give you higher sustained dps with less mana used. If you stack +dmg you have to spam mana hogs like consecrate and jugements you also need spell hit as well as melee hit.
It's starts to get impossible the number of stats you need to be effective:
Melee hit, melee crit, spell hit, spell crit, +dmg, ap
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