In order to properly conduct the heat from the chipset to the new cooler, thermal compound needs to be placed between the two. Apply a generous amount of thermal grease to the top of the chipset. It should be enough to make a thin enough layer but still fill in any gaps between the two.
Use the new and clean plastic bag over your finger to help spread the thermal grease to cover the entire chip. Make sure to try and get as even a surface as possible.
