To keep the row fixed while allowing the column to change in Excel, you should use a mixed reference. For cell D3, you would write it as D$3. The dollar sign before the row number (3) locks that row in place, while the column (D) can change when you copy the formula to the right or left.
The correct way to enter a cell address (for cell D3) in Excel when you want the row to always stay the same, but you want the column to change when you copy to the right or left is? You don't need to include the =.
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