1. A printing apparatus that performs an operation for moving a printing head for ejecting ink to a printing medium and an operation for conveying the printing medium in a direction intersecting a direction of a movement of the printing head to thereby print an image on the printing medium, the printing apparatus comprising: a platen that supports the printing medium conveyed; and a setting unit that sets a distance between the printing head and the platen according to a selection result of whether or not to execute discrimination processing for discriminating a content of an image to be printed, wherein when the execution of the discrimination processing is selected, the setting unit sets the distance according to the content of the image discriminated by the discrimination processing, and when the execution of the discrimination processing is not selected, the setting unit sets a predetermined distance.