Conditional Formatting not working

Hello,

I've created conditional formatting rules that are not working.  They work if I set the rule to "is not equal to" but when I set them to "is equal to" they stop working.  The spreadsheet contains "#NO MATCH" cells automatically formatted from another sheet. I want the "#NO MATCH" cells to turn red (not the whole row).  If anything other than "#NO MATCH" is in the cell, my goal is to have them turn green - haven't gotten that far because the first rule won't work.  Any ideas?