It is important that you buy the items in this order. Some people ask, why not phantom dancer first? Easy, attack damage>attack speed. I leave the last item slot open because it is for any item. You may want more attack speed or more resistances. A last whisperer is a good choice if the opposing team is building armor. The most important, and hard learned lesson with ashe is knowing when to turn her q on and off. Unless you have blue buff there is no reason minions need to be hit with frost arrow. I have seen this way to many times. It just puts you in a bad position. Also if you are just poking an enemy champ you do not want your q on. Ashe's q is one of the most ridiculous slows in the game, but use it carelessly and you will find yourself with no mana. I max Volley first because at max level volley becomes somewhat of a good spam ability. It does a lot of extra damage and is great for picking up kills. On top of that it applies frost shot so it will not interrupt the slow. I max her e last because although it is vital to ashe, that extra range isn't really needed to later in game. The passive gold bonus from it is also very nice. It is important to remember that if you are worried about going in somewhere, hawkshot first, scout it out before making a bad decision. Ashe's ultimate is probably my favorite ultimate in the game. With enough practice you can become a sniper with her ulti. It is also great for initiating teamfights in case no one on your team wants to go in first. 1 on 1 landing ashe's ultimate damn near always means you are getting a kill on any non tanky champ (sometimes even the tanky ones too). Farming isn't exactly life or death on ashe, but I believe it is essential if you want to be a lot of help to your team, normally you should be starting your GA around 30 minutes into the game. I have yet to have a game with this build where I haven't had at least twice as many kills as deaths. I find this build very reliable. I probably left a lot out, so any queations just comment.