Processes in Microsoft 365 for setting up Office apps, redeeming product keys, and activating licenses.
Office 2013 is such an old version that you may not be able to redeem the product key in the way you would do with current one-time payment licenses. Instead, you have to use the product key and often also the original installation disc to install.
Note that if you already managed to redeem the key and it is associated with an account, use that account to install on a new PC.
If you need assistance with activation, go to https://support.microsoft.com/en-us/windows/activation/activate-microsoft-perpetual-products-using-the-product-activation-portal .