Packing a pipe properly is a bit more involved than just cramming your ground herb in there. To get the very most out of your bowl, you need to layer your pack. First, put the larger, chunkier particles from your grind across the bottom of your bowl.
This creates a stable base for you to build onto and it also helps prevent your pack from falling into the airpath. After this, you can layer up your bowl, layering up increasingly fine particles until your bowl is fully packed.