The error The entered license key does not match the site URL occurs if the entered license key does not match the site URL stored during its activation.
One purchased license key can be used on one WordPress installation.
How to solve it?
You can reset the license key yourself in the My Account → Licenses section. Then you can reactivate the plugin. If you do not know where to activate the plugin, check the documentation for the selected plugin.
You can find a similar guide on resetting the license key in the article How to reset a purchased license?.