# Short answer:
"Apply to range" determines which rows will be highlighted
"Rule Type" should be Formula
"Format all values where this formula is true" should have syntax like:
=$first_cell_to_check="text_to_match" e.g.: =$C2="No"
# Note, it's important that the first_cell_to_check is preceeded by a $. That
# "locks in" that column causing the conditional formatting to be applied to
# each row, rather than just the e.g. C2 row
# Note, when applying conditional formatting to a multi-cell range at once,
# you need to write the formula as it pertains to the very first cell in
# that range