The investigators will conduct a comparative ecological study to compare effectiveness of two different targeted digital outreach platforms to engage women at risk for urinary incontinence in the Pacific Northwest. Counties in Oregon, Washington, Idaho will be randomized to receive advertisements for the American Urogynecologic Society's patient education website (domain VoicesForPFD.org) via either Google or Facebook. The investigators will use advertising campaigns developed specifically for this purpose. Through website analytics measuring advertisement clicks and census population data, the investigators will estimate utilization rates of the website for each county among the target population of middle-aged women to determine if one platform is more effective than the other for this topic and population.
The investigators will compare whether advertisements on Google or Facebook are more effective to reach women in the Pacific Northwest about treatment options for urinary incontinence through the American Urogynecologic Society's patient education website, VoicesForPFD.org. The investigators hypothesize there is no difference in the overall population engagement between these two platforms due to anticipated higher reach through Facebook based on user characteristics but higher engagement through Google due to higher user interest on this platform.