how do I manually tag a document?

Hi- I have a document created with InDesign that comes into Acrobat (11) with bad tags. I can delete the tags and use the Acrobat tagger to add tags, but they also are incorrect ( the auto-tag sees mostly figures and path tags). I just want to manually tag it. I delete the tags, create a new tag root, but I can't then add tags manually (using TURO, selecting text, choosing tag type). What's up with that?

thanks!