apply a gob to cooler, use credit card to spread THOROUGHLY; then use the credit card to press it into the gaps and crevices (that you can NOT see) by pressing down and scraping with the credit card in all 4 directions. If cooler has heat pipes on contact surface, make last scrape in direction heat pipes run. When done, you should have a LIGHT glaze of thermal paste (and if pipes, some grooves of paste)
NEXT, repeat above for the cpu itself. Again, you should have a light glaze, that you can almost read the printing on the cpu thru. Use lighter pressure on cpu to avoid damaging it.
OC 4790K @ 4.7GHZ, runs DAI (DA3) at Ultra HD at temps <60C
The goal is to have the MINIMUM amount of paste to fill the invisible gaps and crevices