Either it's getting too much gas or not enough. If it's flooded, you can set the high throttle and pull like mad, or just wait a while.
I like to take a sqirt bottle, like you mist plants with, fill it with gas mix, remove the air filter and give it 1 or 2 squirts down the carb. That should get it at least firing, if not, it's probably flooded.
Another trick to get more fuel in, is to put your thumb over the carb while you pull it over. That'll suck more fuel in and can even clear some minor fuel blockage. It almost takes a second person for that trick.
You can tell if it's flooded by looking at the spark plug, wet flooded, dry, not getting enough fuel.