Why won't mac recognize my new SSD drive?

I bought a OWC Aura Pro X SSD / 480 GB [prodotto collegato mancante o disabilitato: IF123-123-1] to upgrade my early 2014 13” MacBook Air.

When I boot up by holding command-R when I press start and a bit thereafter till message appears. I then go into Disk Utility but it doesn’t see the drive (and of course if I go to ‘restore from time machine’ it doesn’t find the disc to restore to either). I’m running OS X 10.13.4. I’m quite sure it’s seated properly because it’s seated identically to the old one, and each time I put back the old one it works fine (also it’s in far enough to put back the screw holding it down).

I first tried to install it running OS X 10.10.x, when it wasn’t recognized I realized I needed 10.13 so I upgraded, and now trying to install it again, but it’s still not found. Also it has a blue putty-looking square above a metal pad that I guess is to radiate heat, I left the putty square there, don’t know if I was supposed to but I don’t imagine that could cause any problem?

The card has a different layout than the one in the picture at the link above. Perhaps that’s because it’s 480 GB, perhaps the picture is for 240 GB?

Does anyone have any idea what to do next?

Thanks.