Download the zip-file just as you have, unpack it and then use ServerStart.bat to start the server - first time it will download needed files and also create eula.txt file, you need to open that file and accept Mojang EULA, changing false to true, then save the file.
Before you start next time, edit settings.bat and change
2048M to something more, try 4096M
(that will allocate 4gb of ram to the server instead of 2gb)
Then try to start the server.
If something fails, please come back with information about when it fails, share screenshots/logs etc. - use imgur.com for screens, paste.feed-the-beast.com for logs - and share the links.