I am busily experimenting but was hoping for some quick tips to speed up the process.
Place it on the two round rods to the left of your heating element. Make sure your pellets are very dry, may need to microwave them to reduce moisture or warm them in the oven. Make sure it is very well lit. Let it burn for several minutes, then blow out the flame and blow gently on the burning pellets to make sure there is a large "cherry" going on. If not, relight and let it burn more, blow out again and make sure you have a large glowing mass. Then it should stay lit if it's getting enough air. Pull your chip loader out about an inch and a half and also pull your chip tray out an inch or more to promote air flow. Leave your top vent open.
There are many threads on here about the same problem. Do a search and read some, but a good light and dry pellets fix most problems. It works well in my MES40 and the design is the same as your 30.
Chuck is dead on with his advice. Also, I have learned to torch light up the pellets a bit more than you believe is adequate and let them burn for a few minutes before extinguishing the flame. Open the MES lower chip feeder to allow air input during the smoke, open the top vent 100% for air flow. My personal like, is to fill each side of the AMNPS, then light both ends to get extra smoke. Maybe use two different woods. Good Luck!