Well, I though I had the answer, but now don't. I installed and entered my serial number, which it took. Now trying to run it, I have an error that says serial number is valid, but a qualifying product could not be found on this computer. So back to square one and ZERO SUPPORT FROM ADOBE. It's just insanely frustrating. Not even chat support. Clearly Adobe is a dying company that can't fund basic support.
If anyone knows how to install adobe 12, please let me know.
Ah.. the saga continues. On a hunch, I entered my v11 password on the error screen described above and it worked... Wow. I mean Adobe, can you not just let a person go their Plans and Products page, download software, install it and then put in the product key on that page to make it run?
Nope.
First you have to figure out v12 is really DC. Then download it and install with your v12 serial number. then try to start it, get an message about previous products and then enter your v11 password.
Why so frustrated? Because I shouldn't have to spend over an hour installing software, searching forums, getting routed to no phone support when calling in, chat not working, but somehow now is working, but there's a 31 minute wait. All easily solved if Adobe could just operationally simplify things. Said it before and will say it again. Operationally, not a well run company.
So in summary and to solve this for others that need it, here is how you install v12, which is called DC:
Download DC standard or pro (which ever version of 12 you bought) from here: https://forums.adobe.com/thread/2260248
Run the install and enter your v12 serial number
Try to run Acrobat and when you get the previous version error, enter your v11 serial number
There are some smaller logins/acceptance steps, but they are self-explanatory. Good luck!