How to create multiple conditional format multiple rows based on a value in each row?

I want to do a conditional formatting for each row in a table based on a value in each of the rows in a certain column. This is what I’m trying:

  • Select the rows (or range) the conditional is supposed to be applied to, e.g. $11:$1000.
  • Select Start -> Conditional Formatting -> New Rule -> Use a formula to determine which cells to format.
  • Enter the formula based on the appropriate cell in the first row of the selected range, e.g. $B11<TODAY().
  • Select the conditional format.

Unfortunatly the conditional format only works for the first row.