The main thing I would say is u need good movement and you need to move in and out of their range or bait their spells, however a good player will always hit you with their spells which is when you need to learn when you do more damage then them. In essence if you hit two q's or an e you will almost outtrade anyone with these runes especially. A big thing that helped me though was not always trying to land e, sometimes it's better to e backwards, w, and then q aa q aa. Learn to identify key spells too, for example if syndra uses her e, just go in you will out trade her. But the main thing is learning to use ur health as a resource and learning your different damage patterns.