Arc Problem linking ARC 7hd to bluetooth keyboard

I just bought a Hipstreet 7" Keyboard case (UNIV78CS-3N1A). I cannot seem to get it to Bluetooth link to my Kobo ARC7HD (Android) tablet. I've turned on the tablet Bluetooth, powered up the keyboard (the keyboard is fully charged) and then pressed the "pair button" that is supposed to put the pairing in motion. The pairing status LED then flashes, BUT the keyboard does not show up under devices.

Can anyone please advise what to do. Can the two devices have different (n0n-compatible) Bluetooth algorithm? If the keyboard is not able to connect via Bluetooth, can it be used with a cable link between the tablet and the keyboard?