The usual plural of no is noes.
Most style guides permit apostrophes for plurals in a few exceptional cases, usually to avoid ambiguity or improve legibility. The only generally-accepted exception is for lowercase letters – mind your p's and q's – and many writers prefer to avoid the apostrophe even there. Some other common (but disputed) exceptions include numbers, abbreviations, and words like do that have an awkward plural form.
The rules for headlines, taglines, and ad copy are a bit looser than for general English, so it's not unusual to see apostrophes for words with uncommon plural forms like if's, and's, but's, no's, and yes's, in addition to the other exceptions listed above. (In the specific case of no's and yes's, they are arguably valid contractions.)