Actually, these were intended to last more or less almost all night. At the very least you should have some hot coals remaining in the morning.
The key to success is that the wood (on bottom) must be quite large and it must be dry or very nearly so. Cobweb is right in that it is a good idea to open the interspaces up a bit over what you might ordinarily do.
To work as intended, they require a great deal of wood. I suspect, much more than you experimented with. In fact, the require so much wood, and large wood that I rarely build one, except at my farm, where I have a fire ring down by the river and plenty of wood already sawn and split at the house to bring down.
These are not too well suited to the type of fire, where you wander around in the woods and find some wood. Not to say that wont work, but it will be difficult.
In a situation where you have an entire tree that has been cut down for whatever reason, this is ideal. Here you will have all the assorted sizes of wood in the trunk and limbs to get just what you need and in the amount that you need.
Keep up the experimenting, and good luck.