Basic EZREAL guide

The Item selection should really depend on how well you are doing in the game.

The reason for Sheen/Phage/Doran's start is it produces high early game damage with great survivability.

Late game your item sequence might change depending on how tanky the other team builds, or how poorly you might be doing.

Some item swap out's I might put in there are

Early Game: Brutalizer (instead of 2 doran's if you have the early game gold)
Mid/Late: Madred's (if the team is tanky this could greatly help)
Mid/Late: Guardian Angel (survivability and it might not make you the focus)
Mid/Late: Phantom Dancer (part of a crit build with Ie/Tri)

Runes are pretty straight forward

Blue = CDR, more q spamming
Red = ARMPEN, most bot carries use armor runes in yellow and this will negate that
Yellow = ARMOR, extra defense in lane
Qunint = AD, early game advantage and easier last hits

Fighting/Combo
When it's 1v1 you have two options, rush the target(e on to them, then q / auto attack spam). The other option is to q + e kite them (this would be recommended vs brawlers/tanks).
When fighting don't underestimate your auto attack, it does a decent amount of damage and between each q there should be an auto attack in there.

Running Away
When you feel cornered and are about to get ganked, remember you're EZREAL and can double flash with e + flash (make use of jungle walls to get away from chasers).

Tips
If you are bad at last hitting you can always use your q to finish off a minion.
You can always use your ulti to push a lane from spawn (it has a short cooldown.
If you are in the bushes and there is a soraka, ulti onto her and rape her to death.


Early Game

Ezreal has a great early game as his damage is higher then most other ad carries. You should poke as much as possible and try to force a fight by lvl 4 if you feel confidant that you can take the other team. If at all possible to choose your support, I would go with a Janna/Taric/Blitz. Essentially you need your lane partner to have a disable to reduce the other teams damage during an early game fight.

Mid Game

After level 6 you need to watch the map as you have a global ulti and this could grant you a kill across the map. If your tower is down pre 15min and you have a good farm lead, it would be a good idea to gank mid when your minions are pushed past river.

Late Game

Try to stand max distance and get your ulti out early to ensure your team wins the fight. Make sure to focus the carries, but if getting to them is a problem you can always kill the melee's quick (ignore the tanks till last).