You installed it with the installer, yes.
Which file do you use to start the server? Exact name. What did you put in the batch script?
Because, again, after installation there will be 2 jar files in the server's root directory.
minecraft_server.1.7.10.jar <- the bundled vanilla Minecraft server file from Mojang
forge-<long version number here>-universal.jar <- the actual Forge server launcher
And, AGAIN, everything you said so far, rather obviously tells us that:
You are running "minecraft_server.1.7.10.jar".
Then, yes, we are using the minecraft_server jar but we can't use the forge jar because every time we try to open it nothing happens.