Processes in Microsoft 365 for setting up Office apps, redeeming product keys, and activating licenses.
Which version are you trying to install instead? I am guessing you have some type of consumer (home use) license?
To make sure that you get rid of all traces of older software, you may have to perform a manual uninstall. See https://support.microsoft.com/en-us/office/manually-uninstall-office-4e2904ea-25c8-4544-99ee-17696bb3027b .