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Electing to add your plugin settings to a separate page or to a core WordPress page is often a matter of choosing the right user interface for the right end user.

When working on a site for a client, you may focus on delivering a key‐in‐hand CMS solution and not on explaining what is WordPress and what is a plugin extending its features. Adding your plugin settings to a core Settings page can enhance its integration into WordPress’ backend because it won't appear different from other core settings. From the client's point of view, your plugin is a core element just as any other built‐in feature.

On the contrary, if you intend to make your plugin available for download, you can target people who probably understand the concept of adding new features to a core set. These people will naturally search for a custom menu where they can manage your plugin. If you opt for adding fields to an existing page, be sure to explicitly tell users about it, for instance in the plugin documentation.