Re: long start adjustment?
With the engine off and cold. The choke should be closed completely.
To adjust, just open the throttle a little, then turn the choke coil to just put some pressure on the choke plate in the closed possition. Merc likes to add quite a bit of pressure, but it just causes a lot of excess smoke on an engine that doesn't need that much.
Then look at your flow from the accelerator pump. Is it two good streams when the throttle is pumped. If not, that could be your problem.
It could also be your engine is just in need of a full tuneup, (including compression check).