A little command prompt help

i am currently creating a batch file that will start up all my programs i use for gaming in a single click. So that way i don’t need to go through and approve each program. Currently testing it on two programs.
Itunes and Teamspeak 3 (64-bit)
the problem being i noticed even an elevated command prompt won’t run it no matter how i enter the code current code start "C:\Program Files (x86)\iTunes" iTunes.exe
start "%PROGRAMFILES%\TeamSpeak 3 Client\" ts3client_win64.exe

i’ve also tried
start "C:\Program Files (x86)\iTunes" iTunes.exe
start "C:\Program Files\TeamSpeak 3 Client\" ts3client_win64.exe

start "C:\Program Files (x86)\iTunes" iTunes.exe
start "%PROGRAMFILES%\TeamSpeak 3 Client\ts3client_win64.exe"

Every single time i try it it fails to boot teamspeak. I thought maybe it had to do with the it being in the “Program Files folder and the “Program Files (x86)”
Then i did a test with ccleaner

Yet here it is

It seems it won’t run 64 bit applications and yet Task Manager says that cmd.exe is running and not cmd.exe*32 is running so i don’t understand
Answer #1
You’re doing it wrong. It should be
start "C:\Program Files\CCleaner\CCleaner64.exe"
Everything should be between the “”
Answer #2
Actually it works both ways. Regardless your suggested line of code still returns the same error of “file not found”