
I downloaded from the order history and copied and pasted the serial number from that order.
It installed fine when I used that serial number. When I try to start for the first time it says it needs to activate so I login and then it doesn't give me a choice of Adobe Acrobat 2017. When I try them of course it says not a qualifying product.

Ah, OK. That makes sense now. Thank you for posting the screenshots, very helpful.
That activation window on the screen is actually asking you for the Serial Number of your Previous Version...
Did you previously upgrade to Acrobat Standard 2017 from a prior release of Acrobat? (like 2015 or XI or X?)
If so, then you need to enter the older serial number from that version as well (in addition to your current 2017 key) in order to complete the license.
In other words, both together are required because you had received discount pricing on the 2017 upgrade because you had that prior Acrobat release.
Hope that helps.