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If you bought the box at a store then there's a strong possibility that the box only contains the activation code for the game on steam and the CD is already useless.
If you bought from humble bundle or gog or elsewhere then you have to copy/paste those codes into steam.
When you try to activate keys, and it tells you it's an invalid key, then you've either mistyped it (if it's not a copy-paste from an EMail or another website) or it's not a Steam-key at all.
If it tells you it's a "duplicate product", then the key was already used before and you got scammed. There are no "used games" on Steam as you cannot transfer them between accounts.
Hope this helps.
Games > Activate a Product On Steam.
Activate a Product On Steam:
https://help.steampowered.com/en/faqs/view/2A12-9D79-C3D7-F870
Steam Issued Activation Keys:
https://help.steampowered.com/en/faqs/view/2FF7-8298-9409-BC1D
Games > Add Non-Steam Game to Library
Activate a Retail CD key on Steam info:
https://help.steampowered.com/en/faqs/view/0E71-0971-324A-1161
Redeem a Steam Wallet Code (from a Steam Card):
https://store.steampowered.com/account/redeemwalletcode
Thank you, thank you, thank you, I've done this before but forgot what to look for. Your help was exactly perfect, or perfectly exact, or erfectly pexact!