My suggestion, the way I love to play him. Relies on decent last hitting with Baleful but has a really strong late game.
Skills: Baleful, Event Horizon, then prioritize Ult > Baleful > Dark Matter > Event each level.
Reasoning: Baleful strike's mana cost doesn't increase with level, but the damage does. Might as well get the use out of it that you're paying for anyways. And with my build farming with baleful nets the same amount of money, just doesn't push tower as far. However you will have much more ap to show for it.
Items: Start with Sapphire crystal + health/mana pot, port back as soon as you can after you finish tear of the goddess. Then get sorc boots, Rod of ages, Zhonya, finish archangel. If game drags on, lich bane next. This is a build if there isn't a ton of magic damage and a veigar on the enemy team, if there is a chalice and abyssal is better.
Also, get brilliance pots as often as possible midgame and late game. They're Amazing. Just do it.
Just the way I play~