Update to iTunes 12.7.3 fails citing need to install 64-bit version

I have repeatedly attempted to install the 64-bit version of iTunes 12.7.3 to my Win 10 Pro 64-bit PC. Each time I am presented with a popup that claims I have tried to install a 32-bit version. I downloaded the 64-bit version from the Apple.com site. This has happened on previous updates, but when I previously clicked "OK" on the popup the install continued and completed the 64-bit version install. Now it consistently fails the install. I have tried running the install as administrator. I have tried completely uninstalling iTunes and reinstalling. I have tried running in Safe mode. Nothing works. I currently have NO version of iTunes running on my computer.

Please advise!