I've done this dozens of times in Excel 2003 so I'm sure it's possible, but I'm having trouble getting this to work in 2013.
I want to add a conditional format that compares the cell's value to the one next to it.
I select the entire table, enter the formula, make dead sure the references are relative, and hit enter.
No good - and, oddly, cells in the wrong places express the formatting.
Further, if I select another cell in the range that should have the same format applied and try to edit the formula, I see the original cells referenced in the formula - that doesn't make sense.
I expect to see different cells referenced, as the references are relative and the active cell is in a different place.