  We use our non-conformal holographic bottom-up model for QCD described in
1012.0116 to further study the effect of the QCD trace anomaly on the energy
loss of both light and heavy quarks in a strongly coupled plasma. We compute
the nuclear modification factor $R_{AA}$ for bottom and charm quarks in an
expanding plasma with Glauber initial conditions. We find that the maximum
stopping distance of light quarks in a non-conformal plasma scales with the
energy with a temperature (and energy) dependent effective power.
