In a majority of my games I take flash for obvious reasons and teleport to make plays around the map. I occasionally take flash and ignite against champions that have a lot of self heal like Vladimir and Dr.Mundo to help keep that under control. In some cases against Riven I take ignite and exhaust to make sure she can't snowball, and even give me a chance to solo kill her post 6.

For runes I always run magic pen marks, Armour or scaling health seals depending on whether I was laning against someone who does magic or physical damage, Magic Resistance or Scaling Magic Resistance glyphs (also depends on lane matchup), and AP quints. Some people run a few cool down reduction glyphs but I personally don't fell it is very necessary.

I always max Q first, then E, then W, while leveling ult whenever possible. Some say to start E so you can farm from a safe range before you can trade effectively, but by doing so you aren't able to get into the danger zone and are vulnerable to being pushed to your tower (and with an early level rumble that can lead to a lot of missed CS).