Having trouble installing Windows 10

i’m having a bit of trouble trying to install windows 10 to my new desktop but i cant figure it out i’m installing from a USB and i can boot windows 10 from there but as i’m running the installation it pops up with a “compatibility report” that says “the computer started using the windows installation media. remove the installation media and restart your computer so that windows starts normally. then, insert the installation media and restart the upgrade. (do not select ICustom (advanced)I to perform an upgrade. ICustom (advanced)I installs a new copy if windows and deletes your programs and settings.)”
iv followed the steps and it still does not work 🙁
my pc has no IOS installed yet and its a desktop acer please help.